What Drives Generation Z Purchase Intention? The Roles of Electronic Word of Mouth, Brand Credibility, and Brand Trust

Nabila Ayu Amanda; Berto Mulia Wibawa

doi:10.30640/jmcbus.v4i3.7159

Authors

Nabila Ayu Amanda Institut Teknologi Sepuluh Nopember
Berto Mulia Wibawa Institut Teknologi Sepuluh Nopember

DOI:

https://doi.org/10.30640/jmcbus.v4i3.7159

Keywords:

Brand Credibility, Brand Trust, Electronic Word Of Mouth, Generation Z, Purchase Intention

Abstract

This study is motivated by the increasing competition in the skincare industry within the era of social commerce, where electronic word of mouth (eWOM), brand credibility, and brand trust play important roles in shaping consumers’ purchase intention, particularly among Generation Z. The objective of this study is to analyze the effect of eWOM, brand credibility, and brand trust on purchase intention of Glad2Glow moisturizer products among Generation Z in Surabaya City, and to identify priority improvements using Importance–Performance Map Analysis (IPMA). This study uses a quantitative approach with Partial Least Squares–Structural Equation Modeling (PLS-SEM) based on data collected from 150 respondents through a structured questionnaire. The results show that eWOM and brand credibility have a positive and significant effect on both brand trust and purchase intention, while brand trust also has a positive and significant effect on purchase intention. Furthermore, brand trust is identified as the most dominant factor influencing purchase intention. The IPMA results indicate that brand credibility and eWOM are priority variables for improvement due to their high importance but relatively lower performance. These findings highlight that strengthening brand credibility and optimizing eWOM are essential strategies to enhance consumers’ purchase intention in social commerce environments.

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