The Influence of Digital Marketing, Product Quality, Service Quality, and Word of Mouth on Purchase Intention Through Trust as A Mediating Variable (A Case Study on Ogel-Ogel MSME Product in Pemalang)

This research is entitled “The Influence of Digital Marketing, Product Quality, Service Quality, and Word of Mouth on Purchase Intention Through Trust as A Mediating Variable (A Case Study on Ogel-ogel MSME Product in Pemalang)”, focuses on The Ogel-ogel, Pemalang MSME product as the main object to analyze how digital marketing, product quality, service quality, and word of mouth influence consumers’ purchase intention through trust as a mediating variable. The research employed a quantitative approach using data collected from 100 respondents through questionnaires and interviews. The sampling technique used purposive sampling and accidental sampling methods. Data were analyzed using IBM SPSS 23.0, involving validity and reliability tests, classical assumption testing, multiple linear regression, hypothesis testing, coefficient of determination, path analysis, and Sobel’s test. The result shows that Digital Marketing, Product Quality, Service Quality, and Word of Mouth significantly affect Purchase Intention, both directly and indirectly, through Trust as a mediating variable.