Tokopedia, as one of the largest e-commerce platforms in Indonesia, faces market dynamics characterized by an increase in the number of users but also a decrease in transaction value. This study aims to analyze the effect of Social Media Marketing and Electronic Word of Mouth on Purchase Decision with Brand Trust as a moderator variable in Tokopedia e-commerce. This study uses quantitative methods with a population of Tokopedia users in Yogyakarta. The sampling technique was carried out using a non-probability sampling method, with 170 respondents. The data obtained was analyzed using the IBM SPSS Statistics V25 application with validity, reliability, and classical assumption tests (normality, multicollinearity, and heteroscedasticity). Data analysis was carried out through multiple linear regression, coefficient of determination, t test (partial), and Sobel test to measure the mediation effect. The results showed that Social Media Marketing has no significant effect on Purchase Decision, while Electronic Word of Mouth has a positive and significant effect on Purchase Decision. In addition, Brand Trust is proven to mediate the relationship between Social Media Marketing and Electronic Word of Mouth on Purchase Decision. Review features are an important factor in shaping consumers' perceptions of brands and convincing them to make purchases.
Irawan et al. (Mon,) studied this question.
Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context: