PENGARUH PEMASARAN MEDIA SOSIAL DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP KEPUTUSAN PEMBELIAN YANG DI MEDIASI KEPERCAYAAN MEREK (Studi pada Konsumen Fins Mochi di Malang)

This study aims to analyze the effect of social media marketing and electronic word of mouth (ewom) on purchasing decisions through consumer brand trust of Fins Mochi in Malang. This research adopts a quantitative method with an explanatory survey through data collection from respondents. In this study, the population is consumers who buy Fins Mochi products, with a sample of 100 respondents. The sampling technique used nonprobability sampling and purposive sampling and the data analysis technique used Structural Equation Modeling - Partial Least Square (SEM-PLS). The results showed that social media marketing has a positive and significant effect on purchasing decisions. Electronic word of mouth (ewom) has a positive and insignificant effect on purchasing decisions. Social media marketing has a positive and significant effect on brand trust. Electronic word of mouth (ewom) has a positive and significant effect on brand trust. Brand trust has a positive and significant effect on purchasing decisions. Social media marketing has a positive and significant effect on purchasing decisions through brand trust as a mediating variable. Electronic word of mouth (ewom) has a positive and significant effect on purchasing decisions through brand trust as a mediating variable.