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)

Abstract

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 employed using purposive sampling and survey methods. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with the bootstrapping technique. The findings indicate that e-WOM, online customer reviews, and customer trust positively and significantly influence purchase decisions. Customer trust also mediates the relationships between e-WOM and purchase decisions, as well as between online customer reviews and purchase decisions. These findings support the Theory of Planned Behavior (TPB), demonstrating that e-WOM and online customer reviews shape consumers' beliefs and attitudes, thereby strengthening customer trust and encouraging purchase decisions. The study highlights customer trust as a key mechanism for enhancing the effectiveness of digital marketing strategies in marketplace-based fashion purchases among Generation Z