The Role of Brand Trust in Mediating the Influence of E-WOM on Purchasing Decisions in TikTok Shop (A Case Study of Denpasar City Residents)

This research investigates how electronic word of mouth (e-WOM) influences purchasing decisions among TikTok Shop users, with brand trust acting as a mediating variable. The study involved 101 respondents selected through purposive sampling. Data were gathered using a survey method by distributing structured questionnaires, and the analysis was conducted using the SEM-PLS approach. The findings reveal that e-WOM exerts a positive impact on both purchasing decisions and brand trust. In addition, brand trust is found to have a positive and significant effect on purchasing decisions. Furthermore, brand trust partially mediates the relationship between e-WOM and purchasing decisions through a complementary mediation mechanism. These results suggest that TikTok Shop should place greater emphasis on strengthening brand trust and managing consumer reviews to encourage higher purchase intentions.