Yani, Muhammad and Oetarjo, Mas and Maulana, Ahmad Wildan (2024) Word of Mouth Effects on Purchase Decisions: Examining the Mediating Role of Brand Trust. In: Proceedings of the 1st UHAMKA International Conference on Economics and Business, UHICEB 2023, 18-19 December 2023, Jakarta, Indonesia.
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Abstract
This study aims to measure the level of WOM (word of mouth) influence, assess the effectiveness of brand trust as a mediator, identify key WOM factors that affect purchase decisions, and analyze the complex interrelationships among these variables. This study employs a quantitative survey approach t
| Item Type: | Conference or Workshop Item (UNSPECIFIED) |
|---|---|
| Date Deposited: | 04 Mar 2026 18:18 |
| Last Modified: | 16 Apr 2026 22:01 |
| URI: | http://eprints.eai.eu/id/eprint/51920 |
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