The Effect of Social Media Marketing and Electronic Word of Mouth on Purchase Decision: The Moderator Role of Brand Trust Case Study on E-Commerce Tokopedia

Tokopedia, as one of the largest e-commerce platforms in Indonesia, faces market dynamics characterized by an increase in the number of users but also a decrease in transaction value. This study aims to analyze the effect of Social Media Marketing and Electronic Word of Mouth on Purchase Decision wi...

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Autori principali:	Firman irawan, Ambar Lukitaningsih, Ida Bagus Nyoman Udayana
Natura:	Artigo
Lingua:	Inglês
Pubblicazione:	UPT Publikasi dan Pengelolaan Jurnal Universitas Islam Kalimantan Muhammad Arsyad Al Banjari Banjarmasin 2025-07-01
Serie:	At-Tadbir: Jurnal Ilmiah Manajemen
Soggetti:	social media marketing, electronic word of mouth, brand trust, purchase decision, tokopedia, e-commerce
Accesso online:	https://ojs.uniska-bjm.ac.id/index.php/jurnalattadbir/article/view/18427
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