The Effect of Social Media Use, Consumer Experience, and Brand Attitude on Purchasing Decisions with Trust as a Mediator Variable and Electronic Word of Mouth as a Moderator Variable in MSMEs of Traditional Herbal Drink Products in Kediri Regency

This study aims to analyze the influence of social media use, consumer experience, and brand attitude on purchasing decisions in traditional Jamu Beverage Products MSMEs in Kediri Regency, with trust as a mediator variable and electronic word of mouth (e-WOM) as a moderator variable. Using an explanatory quantitative approach and Structural Equation Modeling (SEM) analysis technique, data were collected from 200 respondents who are active consumers of social media and have purchased traditional herbal drink products in the last 3 months. The results showed that all independent variables significantly influenced trust, which in turn had a positive effect on purchasing decisions. Trust was a significant mediator in the relationship between social media, consumer experience, and brand attitude on purchasing decisions. In addition, e-WOM moderates the effect of trust on purchase decisions, reinforcing the effect of trust established through positive testimonials and online reviews. The practical implications of this study indicate the importance of digital marketing strategies that build trust and encourage consumer engagement through social media and e-WOM to improve purchasing decisions