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| Main Authors: | , |
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| Format: | Recurso digital |
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Zenodo
2026
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| Online Access: | https://doi.org/10.5281/zenodo.19220886 |
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Table of Contents:
- <p>Objective: This study aims to analyze the influence of electronic word of mouth (e-WOM) and trust on digital product purchasing decisions at e-startups in Indonesia, with internet accessibility as a moderating variable. Digital products are intangible and difficult to evaluate before purchase, making e-WOM the primary source of information and trust the foundation of transactions.<br>Methodology: This study used a quantitative approach with an explanatory design. The sample consisted of 200 Indonesian digital product consumers who had previously purchased from e-startups, selected using a purposive sampling technique. Data were analyzed using Structural Equation Modeling (SEM) with a Partial Least Squares (PLS) approach using SmartPLS 4.0 software.<br>Key Findings – The results show that e-WOM has a significant positive effect on purchasing decisions (β = 0.324, p < 0.001), trust has a significant positive effect on purchasing decisions (β = 0.415, p < 0.001), internet accessibility moderates the effect of e-WOM on purchasing decisions (β = 0.156, p < 0.01), and internet accessibility moderates the effect of trust on purchasing decisions (β = 0.178, p < 0.01). The research model explains 52.4% of the variance in purchasing decisions (R² = 0.524).<br>Implications – This research contributes to the development of digital product consumer behavior models by integrating the moderating role of internet accessibility. Practically, the research results provide guidance for e-startups in designing effective marketing strategies that consider consumers' levels of internet accessibility, especially for market segmentation in regions with varying digital infrastructure.</p>