The Influence of Electronic Word-of-Mouth (EWom) and Brand Image on Purchase Decisions Through Brand Trust at Saff & Co Among the Jakarta Gen Z

Abstract

This study aims to analyze the influence of Electronic Word-of-Mouth (E-WoM) and Brand Image on purchase decisions, with Brand Trust as a mediating variable, in the context of Saff & Co products among Generation Z in Jakarta. E-WoM is measured based on three dimensions: intensity, valence of opinion, and content, while Brand Image is assessed through perceived quality, brand association, and brand loyalty. The direct and indirect effects of these variables on purchase decisions were examined, with Brand Trust acting as a mediator. This research employs a quantitative approach, involving respondents who are users or potential consumers of Saff & Co products from Generation Z in Jakarta. Data was collected through a questionnaire distributed to 100 respondents and analyzed using SPSS 25 software. The findings indicate that, both partially and simultaneously, E-WoM and Brand Image have a positive and significant effect on Brand Trust and purchase decisions. Furthermore, Brand Trust is proven to be a mediating variable that strengthens the relationship between E-WoM, Brand Image, and purchase decisions. Thus, it can be
concluded that enhancing E-WoM and Brand Image will increase Brand Trust, which in turn influences purchase decisions for Saff & Co products among Generation Z. The implications of this research provide valuable insights for businesses in optimizing digital marketing strategies by reinforcing E-WoM and strengthening Brand Image to build consumer trust.