PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP KEPUTUSAN PEMBELIAN DENGAN KEPERCAYAAN KONSUMEN SEBAGAI VARIABEL MEDIASI PADA KONSUMEN PRODUK FASHION Di TOKOPEDIA

This study aims to analyze the influence of electronic word of mouth (e-wom) on fashion product purchase decisions with consumer trust as a mediating variable among Tokopedia consumers in Malang City. This study employs a quantitative approach using a survey method with 110 respondents who are fashion product consumers on. The sampling technique used non-probability sampling with purposive sampling method, with criteria that respondents have made fashion product purchases through the Tokopedia platform. Data collection was conducted through questionnaires using a Likert scale of 1-5, then analyzed using Partial Least Squares-Structural Equation Modelling (PLS-SEM) with SmartPLS 4.0. The results show that e-wom has a positive and significant effect on purchase decisions. Furthermore, e-wom also has a positive and significant effect on consumer trust. Consumer trust is proven to have a positive and significant effect on purchase decisions. Mediation analysis results indicate that consumer trust significantly mediates the influence of e-wom on purchase decision. The findings of this study demonstrate that quality e-wom can build consumer trust, which in turn strengthens purchase decisions for fashion products on the Tokopedia platform.