Published: 2025-10-01

The Influence of USP and E-WOM on Brand Trust and Its Impact on Purchasing Decisions

DOI: 10.35870/jemsi.v11i5.4629

Rendy Dwi Purnomo, Donni Junipriansa
  • Rendy Dwi Purnomo: Telkom University
  • Donni Junipriansa: Telkom University
Issue Cover
Article Metrics
Share:

Abstract

The increase in population causes an increase in demand for soap and detergent products in Indonesia, this is evidenced by the level of competition in the soap and detergent industry which fluctuates from year to year. One of the brands of the soap and detergent industry in Indonesia is Gentle Gen soap. Gentle Gen soap products are available in minimarkets, supermarkets to hypermarkets. However, based on a pre-survey conducted by the author, it turns out that there are still many who do not use Gentle Gen soap products despite this product being available in various markets. This is the reason the author chose Gentle Gen soap as the object of the author's research. This research uses a quantitative approach by sending Google Forms to 100 samples residing in Bandung City. According to this study, all variables have an impact. The mediating variable of brand trust partially mediates USP and E-WOM fully on purchasing decisions. This study has several limitations such as only focusing on Gentle Gen soap and respondents who live in Bandung City.

Keywords

USP; E-WOM; Brand Trust; Purchase Decision

Peer Review Process

This article has undergone a double-blind peer review process to ensure quality and impartiality.

Indexing Information

Discover where this journal is indexed at our indexing page.

Open Science Badges

This journal supports transparency in research and encourages authors to meet criteria for Open Science Badges.

How to Cite

Purnomo, R. D., & Junipriansa, D. (2025). The Influence of USP and E-WOM on Brand Trust and Its Impact on Purchasing Decisions. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 11(5), 3504-3515. https://doi.org/10.35870/jemsi.v11i5.4629
Article Information

This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 11 No. 5 (2025)

  • Section: Articles

  • Published: 2025-10-01

AI Research Hub

This article is indexed and available through various AI-powered research tools and citation platforms. Our AI Research Hub ensures that scholarly work is discoverable, accessible, and easily integrated into the global research ecosystem.

Semantic Scholar Scite Dimensions Connected Papers
Scholarly Connection Platforms
Dimensions Dimensions Connected Papers Connected Papers Scite Scite Google Scholar Google Scholar Semantic Scholar Semantic Scholar Garuda Garuda Scilit Scilit Crossref Crossref BASE BASE Zenodo Zenodo Unpaywall Unpaywall OpenCitations OpenCitations
Author Biographies
Rendy Dwi Purnomo, Telkom University
Google Scholar ResearchGate ORCID

Marketing Management Study Program, Faculty of Applied Sciences, Telkom University, Jl. Telekomunikasi No. 1, Bandung Regency, West Java 40257, Indonesia.

Donni Junipriansa, Telkom University
Google Scholar ResearchGate ORCID

Marketing Management Study Program, Faculty of Applied Sciences, Telkom University, Jl. Telekomunikasi No. 1, Bandung Regency, West Java 40257, Indonesia.

References
  • Al-Ja’afreh, A. L. I., & Al-Adaileh, R. A. I. D. (2020). The impact of electronic word of mouth on consumers purchasing intention. Journal of Theoretical and Applied Information Technology, 98(02), 183-193.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Berghueser, S. M., & Spann, M. (2024). The value of distinctiveness: Product uniqueness in crypto marketing. International Journal of Research in Marketing.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Deniz Dalman, M., & Min, J. (2016). Unusual Product Differentiation: Strategic Use of Trivial Attribute and the Separate Evaluation Mode. In Marketing Challenges in a Turbulent Business Environment: Proceedings of the 2014 Academy of Marketing Science (AMS) World Marketing Congress (pp. 573-574). Cham: Springer International Publishing.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Dharmayana, I. M. A., & Rahanatha, G. B. (2017). Pengaruh brand equity, brand trust, brand preference, dan kepuasan konsumen terhadap niat membeli kembali (Doctoral dissertation, Udayana University).
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Hair, J. F. (2014). A primer on partial least squares structural equation modeling (PLS-SEM). sage.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Han, S. H., Nguyen, B., & Lee, T. J. (2015). Consumer-based chain restaurant brand equity, brand reputation, and brand trust. International Journal of Hospitality Management, 50, 84-93. https://doi.org/10.1016/j.ijhm.2015.06.010.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Helmold, M. (2020). Creating the value proposition. In Total Revenue Management (TRM) Case Studies, Best Practices and Industry Insights (pp. 89-94). Cham: Springer International Publishing.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Inocencio, F. D. C., & Marques, E. V. (2016). The best and the worst: Word-of-mouth in e-tail websites. Revista de Administração de Empresas, 56, 518-532. https://doi.org/10.1590/S0034-759020160506.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Khoirudin, I. R., & Giyartiningrum, E. (2021). Pengaruh kepercayaan merek, kesadaran merek dan kualitas produk terhadap keputusan pembelian smartphone Xiaomi di DIY. Journal Competency of Business, 5(1), 1-9. https://doi.org/10.47200/jcob.v5i1.870.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Kholil, M., Sutisna, S., & Umalihayati, U. (2024). Pengaruh Electronic Word Of Mouth Dan Persepsi Risiko Terhadap Keputusan Pembelian Melalui Kepercayaan Konsumen Pada E-Commerce Bukalapak, Lazada Dan Blibli Di Kabupaten Serang. Innovative: Journal Of Social Science Research, 4(6), 3214-3230.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Kotler, P., & Keller, K. L. (2016). Marketing management, global edition (15th ed.). Pearson Education.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Lindawaty, L., & Syawaluddin, S. (2022). Pengaruh Kepercayaan Merek Dan Kepuasan Konsumen Terhadap Loyalitas Merek Pt Alfa Scorp Ii Marelan Medan. Jurnal Bisnis Kolega, 8(1).
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Martowinangun, K., Lestari, D. J. S., & Karyadi, K. (2019). Pengaruh Strategi Promosi Terhadap Peningkatan Penjualan Di Cv. Jaya Perkasa Motor Rancaekek Kabupaten Bandung. Jurnal Co Management, 1(1), 139-152. https://doi.org/10.32670/comanagement.v2i1.162.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Murdayanti, Y., Indriani, S., Gurendrawati, E., Ulupui, I. G. K. A., & Suherman, S. (2020). Pemberdayaan masyarakat UKM dalam mengimplementasikan unique selling proposition dan strategi penentuan harga jual. JPPM (Jurnal Pendidikan Dan Pemberdayaan Masyarakat), 7(1), 65-77.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Pramita, K., & Manafe, L. A. (2022). Personal selling implementation and AIDA model; Attention, interest, desire, action. (International Journal of Entrepreneurship and Business Development), 5(3), 487-494.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Priadana, M. S., & Sunarsi, D. (2021). Metode penelitian kuantitatif. Pascal books.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Priansa, D. J. (2016). Pengaruh e-wom dan persepsi nilai terhadap keputusan konsumen untuk berbelanja online di Lazada. Jurnal Ecodemica: Jurnal Ekonomi Manajemen dan Bisnis, 4(1), 117-124. https://doi.org/10.31294/jeco.v4i1.353.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Putri, N. A., Burhanudin, A. Y., & Sarsono, S. (2021). CITRA MEREK, KEPERCAYAAN MEREK, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN HAND SANITIZER DETTOL PADA MASA PANDEMI COVID-19 DI LUWES GENTAN (Brand Image, Brand Trust, And Product Quality To Purchase Decision For Dettol Hand Sanitizer During-19 Pande. Jurnal Ekbis, 22(1), 69-87.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Rasoolimanesh, S. M., Tan, P. L., Nejati, M., & Shafaei, A. (2024). Corporate social responsibility and brand loyalty in private higher education: mediation assessment of brand reputation and trust. Journal of Marketing for Higher Education, 34(1), 156-177. https://doi.org/10.1080/08841241.2021.1973645.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Reyes-Menendez, A., Saura, J. R., & Martinez-Navalon, J. G. (2019). The impact of e-WOM on hotels management reputation: exploring tripadvisor review credibility with the ELM model. Ieee Access, 7, 68868-68877.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Rosari, M. S. B. (2024). Believability Dan Distinctiveness Proposisi Penjualan Unik Pasar Tradisional Keden Di Desa Keden Kecamatan Pedan (Doctoral dissertation).
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Sarmiento Guede, J. R., Esteban Curiel, J. D., & Antonovica, A. (2018). Word-of-mouth communication as a consequence of relationship quality in online environments. Palabra Clave, 21(4), 1075-1106.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Savitri, C., Faddila, S. P., Irmawartini, I., Iswari, H. R., Anam, C., Syah, S., ... & Siregar, M. T. (2021). Statistik multivariat dalam riset.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Sinaga, B. A., & Sulistiono, S. (2020). Pengaruh electronic word of mouth dan promosi media sosial terhadap minat beli pada produk fashion Eiger.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Suriani, N., & Jailani, M. S. (2023). Konsep populasi dan sampling serta pemilihan partisipan ditinjau dari penelitian ilmiah pendidikan. IHSAN: Jurnal Pendidikan Islam, 1(2), 24-36. https://doi.org/10.61104/ihsan.v1i2.55.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Tran, T. H. A., & Kumar, J. (2024). The impact of electronic word-of-mouth (e-WOM) on tourist purchase intention: a comparative study of the Indian and Vietnamese tourism industries. Global Knowledge, Memory and Communication. https://doi.org/10.1108/GKMC-12-2023-0497.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Wang, S. W., & Scheinbaum, A. C. (2018). Enhancing brand credibility via celebrity endorsement: Trustworthiness trumps attractiveness and expertise. Journal of advertising research, 58(1), 16-32. https://doi.org/10.2501/JAR-2017-042.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Yosua, A. (2021). Pengaruh Personal Selling, Brand Image, dan Kualitas Produk Terhadap Kepercayaan (Trust) Konsumen dan Dampaknya Pada Keputusan Pembelian Polis Asuransi. Jurnal Syntax Transformation, 2(12), 1686-1699.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Yulianto, M. R., & Soesanto, H. (2020). Analisis Pengaruh Electronic Word Of Mouth Terhadap Kepercayaan Dan Citra Merek Serta Dampaknya Terhadap Keputusan Pembelian (Studi Pada Konsumen Lazada. co. id di Semarang). Diponegoro Journal of Management, 9(1).
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Yulindasari, E. R., & Fikriyah, K. (2022). Pengaruh e-WoM (Electronic Word of Mouth) terhadap Keputusan Pembelian Kosmetik Halal di Shopee. Journal of Islamic Economics and Finance Studies, 3(1), 55-69. https://doi.org/10.47700/jiefes.v3i1.4293.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
License & Copyright
Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Authors who publish with this journal agree to the following terms:

1. Copyright Retention and Open Access License

Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).

This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

2. Rights Granted Under CC BY 4.0

Under this license, readers are free to:

  • Share — copy and redistribute the material in any medium or format
  • Adapt — remix, transform, and build upon the material for any purpose, including commercial use
  • No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed

3. Attribution Requirements

All uses must include:

  • Proper citation of the original work
  • Link to the Creative Commons license
  • Indication if changes were made to the original work
  • No suggestion that the licensor endorses the user or their use

4. Additional Distribution Rights

Authors may:

  • Deposit the published version in institutional repositories
  • Share through academic social networks
  • Include in books, monographs, or other publications
  • Post on personal or institutional websites

Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.

5. Self-Archiving and Pre-Print Sharing

Authors are encouraged to:

  • Share pre-prints and post-prints online
  • Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
  • Engage in scholarly communication throughout the publication process

6. Open Access Commitment

This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.

Downloads