The Influence of Electronic Word-of-Mouth Credibility on Purchase Decisions via Customer Trust among Shopee Users in Padang City

Abstract

The growth of online marketplaces has led consumers to rely on information from other users when considering online purchases. Electronic Word of Mouth (e-WOM) serves as a crucial source of information, yet its impact depends on the extent to which the information is perceived as credible and capable of fostering consumer trust. This study aims to analyze the impact of e-WOM credibility on purchasing decisions and to examine the role of customer trust as a mediating variable among Shopee users in Padang City. A quantitative approach with an explanatory design was employed. Data were collected via a five-point Likert scale questionnaire from 160 respondents selected through purposive sampling. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4 software. The results indicate that e-WOM credibility has a positive and significant effect on both customer trust and purchasing decisions. Customer trust also exerts a positive and significant influence on purchasing decisions. Furthermore, customer trust was found to significantly mediate the relationship between e-WOM credibility and purchasing decisions. These findings demonstrate that the credibility of information from other users influences purchasing decisions not only directly but also through the establishment of consumer trust in sellers or stores on Shopee.