Trust as a Mediating Variable between Electronic word of Mouth (E-Wom), Influencer on Consumer Buying Interest on Instagram @Kokobuncit Account in the Covid-19 Pandemic

Abstract

Objective: The purpose of this study is to find out the trust variable as an intervening variable between the influence of electronic word of mouth (E-WOM), influencers on buying interest on the Instagram account @kokobuncit Surabaya. Methodology: This research method uses a quantitative method through a path analysis model with the help of SPSS V.20. Findings: The results of this study are that E-WOM and influencers have a direct significant effect on trust, E-WOM has a direct significant effect on buying interest, while influencers have no direct significant effect on buying interest. Trust mediates the effect of E-WOM, influencer on consumer buying interest. Implications: Electronic Word of Mouth is a marketing strategy that is carried out by using consumers who have consumed the product. The form of Electronic Word of Mouth can be in the form of reviews, suggestions, and reviews that are carried out in electronic media such as social media.

Keywords

• Trust
• Influencer and Buying Interest
• Electronic Word of Mouth