The Influence of USP and E-WOM on Brand Trust and Its Impact on Purchasing Decisions
DOI:
https://doi.org/10.35870/jemsi.v11i5.4629Keywords:
USP, E-WOM, Brand Trust, Purchase DecisionAbstract
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.
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