Influence Social Media Marketing and Electronic Word-of-Mouth to Purchase Intention on Products Erigo Official Shop on Shopee Mediated by Brand Trust to Students Active in Malang City
Nur Muhammad Sirojuddin,
Sudarmiatin,
Titis Shinta Dhewi
Abstract:The digital era has revolutionized marketing dynamics and consumer behavior, offering marketers immense opportunities to leverage social media platforms and electronic word-of-mouth (E-WOM) for enhancing marketing strategies. This research investigates the impact of social media marketing and E-WOM on purchase intention, emphasizing the mediating role of brand trust. Targeting active student consumers in Malang City, particularly those transacting at the Erigo Official Shop on Shopee, the study employs a quant… Show more
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