Title:
HOW DOES THE ELECTRONIC WORD OF MOUTH (EWOM) BUILD BRAND TRUST IN INCREASING BUYING INTEREST DURING THE COVID-19 PANDEMIC?

Authors:
Nur Fauziah Susanti, Ririn Wulandari*, Indonesia

Abstract:

This research aims to analyze, test, and determine the effect of the Electronic Word-of-Mouth (EWOM) message on buying interest mediated by the brand trust during the Covid-19 pandemic in the MSME (Micro, Small and Medium Enterprises) group in the West Jakarta area. Data were collected from around 15 MSME communities among them, Jakarta Empowered, Ok Oce Entrepreneur Network, Culinary Business guidance, Community carrying container and others in the West Jakarta area during August-October 2020 with a questionnaire. The collected data is processed with the Smart PLS structural equation model version 3.2.8. The study results found the influence of EWOM through a brand trust, which can increase consumer buying interest in the MSME group during the Covid-19 pandemic. The implications of the findings will be discussed further.