The Influence of E-WOM, Service Quality, and Consumer Trust on Purchase Intention for Local Mother and Child Products

Abstract

This study aims to analyze the effect of Electronic Word of Mouth (E-WOM), Service Quality, and Consumer Trust on Purchase Intention of local mother and baby products at Toko XYZ Jakarta, both partially and simultaneously, amid the increasingly competitive landscape of local products in the digital marketing era. This study used a quantitative approach with descriptive and verificative research types. Data were collected through questionnaires distributed to 150 respondents of Toko XYZ Jakarta consumers, selected using purposive sampling technique, then analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS 3.0 software. The results show that E-WOM has a positive and significant effect on Purchase Intention (β=0.222; T=3.618; P=0.000), Service Quality has a positive and significant effect and is the most dominant factor (β=0.507; T=6.001; P=0.000), and Consumer Trust has a positive and significant effect (β=0.183; T=2.386; P=0.017). Simultaneously, the three variables have a positive and significant effect on Purchase Intention with an R-Square of 0.692, meaning they explain 69.2% of the variation in consumer Purchase Intention. Toko XYZ Jakarta is recommended to optimize E-WOM management, improve service quality consistency, and build consumer trust through product information transparency to increase purchase intention of local mother and baby products.