The Influence of Brand Trust on Purchase Interest Through Electronic Word of Mouth (E-WOM) in Shopping Stores

This research examines the influence of brand trust, which directly influences purchase intentions, which are mediated by e-WOM. This research examines the effect of brand trust intervention on purchase intentions, which is analyzed with a population taken from consumers in shopee. The number of samples in this research was 100 respondents. The sampling technique uses accidental, namely distributing questionnaires to consumers who meet in WhatsApp groups. The data was tested using the variables of brand trust and purchase intention. The data were analyzed using the Structural Equational Model (SEM) with Partial Lease Square (Smart PLS) technique. The research results show that the indicator variables proposed to test the influence of brand trust on repurchase intention. The Q2 predictive relevance value shows that trust and e-WOM contribute 59.34 % to purchase intention. The other variable affects the rest, which is 40.66 %. Brand trust influences purchase intentions, mediated by e-WOM in a shopee. The novelty of this research is that e-WOM can increase the purchase intention of April brand in shopee. We found that brand trust influences purchase intention mediated by e-WOM in Shopee. This will contribute to other research; creating positive e-WOM is crucial to increase purchase intention for the April brand in shopee. The findings of this study may contribute to consumer behavior models, shopee, and Triple duties.