Fatya Permata Ambyya Sukmedi, Palahudin, Rachmat Gunawan

Brand Equity and Brand Trust on Purchasing Decisions Somethinc Products with E-WOM as Intervening Variable (Case Study: Djuanda University 2023/2024 Students)

Introduction

Brand equity and brand trust on purchasing decisions somethinc products with e-wom as intervening variable (case study: djuanda university 2023/2024 students). Analyze how brand equity, brand trust, and E-WOM impact purchasing decisions for Somethinc products. A path analysis study on Djuanda University students.

Abstract

This research aims to analyze the influence of brand equity and brand trust on purchasing decisions with electronic word of mouth (E-WOM) as an intervening variable. The study involved a population of 514 individuals, with a sample of 100 respondents selected using a quota sampling technique. Data were collected through interviews, questionnaire distribution, and observations. The data analysis was conducted using path analysis with the assistance of SPSS version 27.00. The findings indicate that brand equity and brand trust positively and significantly impact E-WOM. Furthermore, brand equity, brand trust, and E-WOM positively and significantly influence purchasing decisions. Additionally, brand equity and brand trust indirectly affect purchasing decisions through E-WOM.

Review

This paper presents a pertinent investigation into the drivers of purchasing decisions, focusing on Somethinc products among university students. The core objective was to analyze the direct and indirect influences of brand equity and brand trust on purchasing decisions, with electronic word-of-mouth (E-WOM) acting as a crucial intervening variable. The study successfully delineates these relationships, providing clear evidence that brand equity and brand trust positively and significantly impact E-WOM, which in turn, strongly influences purchasing decisions. This highlights the vital role of shared consumer opinions in mediating traditional brand perceptions and actual buying behavior. Methodologically, the research adopted a quantitative approach, employing path analysis with SPSS 27.00, which is suitable for examining the complex causal relationships proposed. The use of a relatively focused population (Djuanda University students) and a specific product brand (Somethinc) allows for a deep dive into consumer behavior within that particular segment. The consistent finding of positive and significant impacts across all hypothesized pathways, including the indirect effects of brand equity and brand trust via E-WOM, contributes meaningfully to the understanding of consumer psychology in the context of brand management and digital marketing. While the study offers valuable insights, there are opportunities for further refinement and expansion. The generalizability of the findings might be limited due to the specific demographic focus (students from one university) and the single brand selected; future research could benefit from a broader sample and diverse product categories to enhance external validity. Furthermore, the abstract mentions "observations" as a data collection method alongside questionnaires and interviews, but without further detail on how these observations were conducted or integrated into the analysis, their contribution remains somewhat unclear. Exploring additional moderating factors, such as consumer involvement or cultural context, could also provide a richer understanding of these intricate relationships.

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