THE INFLUENCE OF E-WOM AND E-SERVQUAL ON PURCHASE INTENTION : THE MEDIATING ROLE OF BRAND TRUST
This investigation examines how electronic word-of-mouth (e-WOM) and electronic service quality (e-servqual) influence purchase intention through brand trust as a mediating variable, focusing on Rumah Undangan.id, a digital invitation SME on Shopee. Using Social Exchange Theory (SET), the research...
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| Hauptverfasser: | , |
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| Format: | Artigo |
| Sprache: | Inglês |
| Veröffentlicht: |
Universitas KH Abdul Chalim, Prodi Ekonomi Syariah
2026-06-01
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| Schriftenreihe: | Indonesian Interdisciplinary Journal of Sharia Economics |
| Schlagworte: | |
| Online-Zugang: | https://e-journal.uac.ac.id/index.php/iijse/article/view/9795 |
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