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Author

Farkhah Alya Kamila

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Review Open access Aug 2026

THE EFFECT OF ELECTRONIC WORD OF MOUTH AND ONLINE CUSTOMER REVIEW ON PURCHASE DECISION WITH CUSTOMER TRUST AS A MEDIATION VARIABLE (A Study of Fashion Products in the Marketplace among Gen Z Consumers in Kendal City)

This study aims to examine the effects of electronic word of mouth (e-WOM), online customer reviews, and customer trust on purchase decisions, as well as the mediating role of customer trust among Generation Z consumers purchasing fashion products through marketplaces in Kendal City.  A quantitative approach was employ...

Farkhah Alya Kamila, Euis Soliha · 0 citations

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