Pengaruh Elektronik Word Of Mouth Dan Kepercayaan Terhadap Keputusan Pembelian Konsumen UMKM Di Kecamatan Sukorame Kabupaten Lamongan

Abstract

Abstract

 

A purchase decision is a decision as the selection of an action from two or more alternative options. The purpose of this study is to determine and analyze the influence of electronic word of mouth and trust on the purchasing decisions of MSME consumers in Sukorame District, Lamongan Regency. The sample in this study is consumers who make transactions with MSMEs in Sukorame District, Lamongan Regency totaling 60 respondents. Data collection method using google form questionnaire. The data analysis methods used are instrument tests, normality tests, classical assumption tests, multiple linear regression analysis, and hypothesis tests using SPSS 25 software. The results showed that electronic word of mouth and trust had a simultaneous and partial effect on the purchasing decisions of MSME consumers in Sukorame District, Lamongan Regency.

 

Keywords: Electronic Word of Mouth, Trust, and Purchase Decision