The Effect of Product Quality and E-Wom on Purchase Intention Through Customer Trust at Toyota Company
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Published:
Dec 16, 2025
Keywords:
Knowledge Management, Product Innovation, E-Commerce Sales, Price
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Abstract
This study aims to analyze the influence of product quality and electronic word of mouth (e-WOM) on purchase intention, with customer trust as a mediating variable in Toyota e-commerce in Indonesia. The study used a quantitative approach with an explanatory survey method. A total of 200 respondents, active users of the Toyota e-commerce platform, were selected using a purposive sampling technique. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS 4.0 software. The results showed that product quality and e-WOM had a positive and significant effect on customer trust and purchase intention. Customer trust was shown to act as a significant partial mediator. The research model had strong predictive power with an R² value of 0.612 for customer trust and 0.735 for purchase intention. Customer trust is a key mechanism that bridges the influence of product quality and e-WOM on purchase intention on automotive e-commerce platforms. The practical implications of this research emphasize the importance of an integrated digital strategy that prioritizes transparency of product quality information, active management of online reviews, and sustainable consumer trust building.
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References
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.
Cassie, F., Putri, C., & Khasanah, I. (2024). ANALISIS PENGARUH CUSTOMER ONLINE REVIEWS , LIVE STREAMING , DAN PROMOTION TERHADAP PURCHASE INTENTION MELALUI CUSTOMER TRUST SEBAGAI VARIABEL INTERVENING ( Studi Pada Konsumen Produk Wardah di Kota Semarang). 13(2019), 1–12.
Harga, P., Produk, K., & Terhadap, D. A. N. E. (2014). Pengaruh harga, kualitas produk, dan e-wom terhadap purchase decision shopee pada generasi z.
Jurnal, B., Administrasi, I., & Komalasari, F. (2021). Factors Influencing Purchase Intention in Affecting
Purchase Decision : A Study of E-commerce Customer in Greater Jakarta Factors Influencing
Purchase Intention in Affecting Purchase Decision : A Study of E-commerce Customer in Greater Jakarta. 28(1). https://doi.org/10.20476/jbb.v28i1.1290
Mandala, M., Afifah, N., Purmono, B. B., & Setiawan, H. (2025). Pengaruh Product Information Quality dan Electronic Word-Of- Mouth ( E-Wom ) Terhadap Purchase Intention pada Platform Tiktok Shop di Indonesia dengan Customer Trust sebagai Mediasi. 1(3), 58–70.
Saputra, M. T., Purmono, B. B., Jaya, A., & Afifah, N. (2025). Pengaruh Electronic Word of Mouth dan Product Quality terhadap Purchase Decision Sepatu Aerostreet dengan Brand Image sebagai Variabel Mediasi. 6, 219–238.
Toko, D. I., & Craft, L. S. (2024). No Title. 635–644.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis (7th ed.).
Prentice Hall.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet? Journal of Interactive Marketing, *18*(1), 38–52. https://doi.org/10.1002/dir.10073
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Mandala, I. G. N., Sari, D. A. P., & Wijaya, T. (2025). Pengaruh E-WOM dan kualitas informasi produk terhadap purchase intention melalui customer trust pada TikTok Shop. Jurnal Manajemen Indonesia, *15*(1), 45–60.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, *58*(3), 20–38. https://doi.org/10.1177/002224299405800302
Putri, A. D., & Firdausy, M. (2024). Pengaruh product quality terhadap customer satisfaction dan purchase intention pada produk otomotif. Jurnal Ekonomi dan Bisnis, *12*(2), 112–125.
Rahman, A., & Khasanah, U. (2024). Peran customer trust dalam memediasi pengaruh ulasan online dan promosi terhadap purchase intention di e-commerce. Jurnal Ilmu Pemasaran, *8*(3), 201–215.
Saputra, R., Hidayat, A., & Novianti, S. (2025). Pengaruh product quality dan E-WOM terhadap purchase decision dengan brand image sebagai variabel mediasi. Jurnal Studi Konsumen, *9*(1), 78–92.
Statista. (2024). *E-commerce consumer trust report 2024*. Diambil dari https://www.statista.com Sugiyono. (2018). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Toyota Indonesia. (2024). Laporan penggunaan platform e-commerce Auto2000.co.id. PT Toyota-Astra Motor.
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Main Article Content
Abstract
This study aims to analyze the influence of product quality and electronic word of mouth (e-WOM) on purchase intention, with customer trust as a mediating variable in Toyota e-commerce in Indonesia. The study used a quantitative approach with an explanatory survey method. A total of 200 respondents, active users of the Toyota e-commerce platform, were selected using a purposive sampling technique. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS 4.0 software. The results showed that product quality and e-WOM had a positive and significant effect on customer trust and purchase intention. Customer trust was shown to act as a significant partial mediator. The research model had strong predictive power with an R² value of 0.612 for customer trust and 0.735 for purchase intention. Customer trust is a key mechanism that bridges the influence of product quality and e-WOM on purchase intention on automotive e-commerce platforms. The practical implications of this research emphasize the importance of an integrated digital strategy that prioritizes transparency of product quality information, active management of online reviews, and sustainable consumer trust building.
Article Details
References
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.
Cassie, F., Putri, C., & Khasanah, I. (2024). ANALISIS PENGARUH CUSTOMER ONLINE REVIEWS , LIVE STREAMING , DAN PROMOTION TERHADAP PURCHASE INTENTION MELALUI CUSTOMER TRUST SEBAGAI VARIABEL INTERVENING ( Studi Pada Konsumen Produk Wardah di Kota Semarang). 13(2019), 1–12.
Harga, P., Produk, K., & Terhadap, D. A. N. E. (2014). Pengaruh harga, kualitas produk, dan e-wom terhadap purchase decision shopee pada generasi z.
Jurnal, B., Administrasi, I., & Komalasari, F. (2021). Factors Influencing Purchase Intention in Affecting
Purchase Decision : A Study of E-commerce Customer in Greater Jakarta Factors Influencing
Purchase Intention in Affecting Purchase Decision : A Study of E-commerce Customer in Greater Jakarta. 28(1). https://doi.org/10.20476/jbb.v28i1.1290
Mandala, M., Afifah, N., Purmono, B. B., & Setiawan, H. (2025). Pengaruh Product Information Quality dan Electronic Word-Of- Mouth ( E-Wom ) Terhadap Purchase Intention pada Platform Tiktok Shop di Indonesia dengan Customer Trust sebagai Mediasi. 1(3), 58–70.
Saputra, M. T., Purmono, B. B., Jaya, A., & Afifah, N. (2025). Pengaruh Electronic Word of Mouth dan Product Quality terhadap Purchase Decision Sepatu Aerostreet dengan Brand Image sebagai Variabel Mediasi. 6, 219–238.
Toko, D. I., & Craft, L. S. (2024). No Title. 635–644.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis (7th ed.).
Prentice Hall.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet? Journal of Interactive Marketing, *18*(1), 38–52. https://doi.org/10.1002/dir.10073
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Mandala, I. G. N., Sari, D. A. P., & Wijaya, T. (2025). Pengaruh E-WOM dan kualitas informasi produk terhadap purchase intention melalui customer trust pada TikTok Shop. Jurnal Manajemen Indonesia, *15*(1), 45–60.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, *58*(3), 20–38. https://doi.org/10.1177/002224299405800302
Putri, A. D., & Firdausy, M. (2024). Pengaruh product quality terhadap customer satisfaction dan purchase intention pada produk otomotif. Jurnal Ekonomi dan Bisnis, *12*(2), 112–125.
Rahman, A., & Khasanah, U. (2024). Peran customer trust dalam memediasi pengaruh ulasan online dan promosi terhadap purchase intention di e-commerce. Jurnal Ilmu Pemasaran, *8*(3), 201–215.
Saputra, R., Hidayat, A., & Novianti, S. (2025). Pengaruh product quality dan E-WOM terhadap purchase decision dengan brand image sebagai variabel mediasi. Jurnal Studi Konsumen, *9*(1), 78–92.
Statista. (2024). *E-commerce consumer trust report 2024*. Diambil dari https://www.statista.com Sugiyono. (2018). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Toyota Indonesia. (2024). Laporan penggunaan platform e-commerce Auto2000.co.id. PT Toyota-Astra Motor.