Exploring the Role of Influencer Marketing and Word of Mouth on Purchasing Decisions with Consumer Trust as a Moderating Variable: Quantitative Analysis Study on E-Commerce Market in Banten Province, Indonesia

Authors

  • Asep Supriadi Universitas Sultan Ageng Tirtayasa

DOI:

https://doi.org/10.58812/wsjee.v1i09.429

Keywords:

Banten Province, Customer, E-Commerce, e-WOM, Influencer, Purchasing, Trust

Abstract

This study explores the complex relationships between word-of-mouth, customer trust, influencer marketing, and their combined effects on buying decisions in Banten's e-commerce markets. Data from 195 online shoppers were examined using Structural Equation Modelling with Partial Least Squares (SEM-PLS). The study finds a strong correlation between consumer trust, word-of-mouth, influencer marketing, and purchase decisions. One key component that emerged was consumer trust, which moderated the impact of word-of-mouth and influencer marketing on purchase decisions. The results provide useful information for companies looking to maximize marketing plans in the particular setting of Banten's e-commerce environment.

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Published

2023-09-30

How to Cite

Supriadi, A. (2023). Exploring the Role of Influencer Marketing and Word of Mouth on Purchasing Decisions with Consumer Trust as a Moderating Variable: Quantitative Analysis Study on E-Commerce Market in Banten Province, Indonesia. West Science Journal Economic and Entrepreneurship, 1(09), 482–492. https://doi.org/10.58812/wsjee.v1i09.429

Issue

Vol. 1 No. 09 (2023): West Science Journal Economic and Entrepreneurship

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Articles

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Copyright (c) 2023 Asep Supriadi

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