THE ROLE OF TRUST MEDIATES EFFECT OF E-WOM ON CONSUMER PURCHASE DECISIONS

ABSTRACT: This study aims to determine the role of trust in mediating the effect of e-WOM on purchasingdecisions at Bali Becik Wedding and Florist Denpasar. This research was conducted at the Bali Becik Weddingand Florist Denpasar which is located at Jalan Bypass Ngurah Rai No. 462, Sanur, Bali. The sample used in thisstudy amounted to 110 respondents using purposive sampling method. The data analysis technique used is pathanalysis. Data collection was done by distributing questionnaires through the goofle form. The results of thisstudy indicate that the e-WOM variable has a positive and significant effect on purchasing decisions at BaliBecik Wedding and Florist Denpasar, e-WOM has a positive and significant effect on trust in Bali BecikWedding and Florist Denpasar, trust has a positive and significant effect on purchasing decisions at Bali BecikWedding and Florist Denpasar, trust is a mediating variable for the influence of e-WOM on purchasingdecisions at Bali Becik Wedding and Florist Denpasar.

Keywords: e-WOM, trust, purchase decision