The Influence of Word of Mouth on Trust and Consumer Purchase Decisions in Medan City

Abstract

This study aims to analyze the influence of word of mouth (WOM) on consumer trust and purchasing decisions in Medan City. The WOM phenomenon is increasingly influential in consumer behavior in the digital era, especially through social media platforms and personal communication. The method used is a quantitative survey approach using a questionnaire to 100 consumer respondents who have purchased products through WOM recommendations. Data were analyzed using a multiple regression model and mediation test. The results show that WOM has a significant effect on consumer trust and purchasing decisions. Trust also mediates the influence of WOM on purchasing decisions. These findings provide important implications for businesses to improve marketing strategies based on customer recommendations.