The mediating effect of customer trust of E-WOM and online customer reviews impacting purchase decision of household electronic products at a marketplace: evidence from Indonesia
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This study aims to evaluate and assess the impact of online customer reviews and electronic word-of-mouth on consumer trust and how these factors influence consumers’ decisions to purchase household electronic products on A marketplace. The study employs a quantitative path analysis methodology. The study population consists of A marketplace users in East Java who have made household electronic purchases on the platform and are at least 17 years old. Purposive sampling was used to obtain the sample, which was collected via questionnaires. Two hundred fifty people responded to the online survey using Google Forms. To test the hypothesis in the research model, respondent data were processed using Structural Equation Modelling Partial Least Squares (SEM-PLS) with SmartPLS software. The findings indicate that consumer trust is greatly influenced by electronic word-of-mouth and online customer reviews, and purchase decisions have a significant impact on consumer trust. The following factors significantly influence purchase decisions: electronic word-of-mouth, online customer reviews, electronic word-of-mouth through consumer trust, and online customer reviews.
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THE LOW-QUALITY INFLUENCE OF PURCHASING: THE CASE OF FASHION STORES IN INDONESIA
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Self-citationDeterminant of Purchase Intention on Platform Religios-based e-Learning
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Self-citation
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From green marketing strategy to green purchase behavior in retail contexts
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- Authors
- Sudaryanto, S., Hanim, A., Rosediana Dewi, I., Kartikasari, A. D., & Rusdiyanto, R.
- Affiliations
- Universitas Jember (ID)
- Master Student of Faculty of Economics and Business, Universitas Airlangga Indonesia
- Universitas Gresik (ID)
- Corresponding author
- Sudaryanto, Sudaryanto
- Venue
- Cogent Business & Management
- Publisher
- Informa UK Limited
- Published
- 2025-05-17
- Volume
- 12
- Issue
- 1
- ISSN
- 2331-1975 (ISSN-L)
- OpenAlex
- W4410458528
- Cited by
- 21
- References
- 176
- Citations by year
- 2026: 15 · 2025: 6
- FWCI
- 36.83
- Type
- journal article
- Language
- en
- Open access
- gold
- doi.org
- Licence
- Locations
- Cogent Business & Management (publishedVersion, cc-by)
- DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion, cc-by-sa)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
- Keywords
- electronic word of mouth, online customer reviews, consumer trust, purchase decision, online marketplaces, mediating effect, Indonesian consumers
About these checks
Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
Statistics and arithmetic are recomputed, not judged.
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