Optimizing Digital Marketing Strategy through Influencer Credibility, Content Quality, and Electronic Word of Mouth (E-WOM) in Building Customer Trust and Increasing Purchasing Decisions (Study on Erigo Fashion Brand in Makassar City)
DOI:
https://doi.org/10.33005/mebis.v11i1.750Keywords:
Influencer Credibility, Content Quality, Electronic Word of Mouth (E-WOM), Customer Trust, Purchase DecisionAbstract
This study analyzes the influence of Influencer Credibility, Content Quality, and Electronic Word of Mouth (e-WOM) on Customer Trust and their impact on Purchase Decisions for the Erigo fashion brand on the TikTok platform. This study employs a quantitative approach using the accidental sampling method, where respondents consist of consumers who have purchased Erigo products through TikTok. A total of 125 respondents participated in this study. Data were collected through online questionnaires and analyzed using the Partial Least Squares (PLS) method with SmartPLS 3 software. The results show that Influencer Credibility, Content Quality, and e-WOM have a positive and significant effect on Customer Trust. Additionally, Influencer Credibility has a positive and significant direct effect on Purchase Decisions, while Content Quality and e-WOM have positive but not significant direct effects. However, both variables demonstrate significant indirect effects on Purchase Decisions through Customer Trust as a mediating variable. These findings highlight that Customer Trust plays a crucial mediating role in linking digital marketing strategies to consumer purchasing behavior. Therefore, fashion brands such as Erigo should strengthen influencer credibility, enhance the quality of promotional content, and optimize positive e-WOM to build consumer trust that drives purchase decisions on TikTok.
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