Mediating Role Of Brand Trust in the Relationship between Word of Mouth and Purchase Decision of Fresh Products in Minimarkets
DOI:
https://doi.org/10.25139/sng.v15i2.11087Keywords:
brand trust, word of mouth, purchase decisionAbstract
Fresh products are now more readily available to consumers through modern retail, particularly minimarkets. The emergence of fresh food minimarkets offers an attractive solution due to the wide variety of fresh products available. Naturally, the decision to purchase fresh products is influenced by various factors. Consumer behavior in purchasing fresh products can be influenced by trust in the offering party. Strong Brand Trust can increase positive word of mouth, thus supporting effective marketing strategy planning. This study seeks to understand how word-of-mouth recommendations impact purchasing decisions, with brand trust acting as a mediating factor. A quantitative causal research design was used for this investigation. Primary data was collected from 100 respondents using Accidental Sampling. Structural Equation Modeling-Partial Least Squares (SEM-PLS) was used to analyze the data.. The findings demonstrate that brand trust and word-of-mouth significantly influence purchase decisions. Additionally, word-of-mouth also plays a crucial role in shaping brand trust. Additionally, word of mouth has an indirect effect on purchase decision through brand trust
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