The Store's Reputation on Consumer Purchase Intention Mediated by Trust through Interpersonal Communication and Word of Mouth

Abstract

This research investigates the influence of store reputation on consumer purchase intention, with trust as a mediating variable, analyzed through interpersonal communication and word of mouth. The study is grounded in the context of increasing consumer awareness and the role of trust and reputation in shaping buying decisions, particularly in the skincare product market. The objective of this study is to examine whether store reputation directly affects purchase intention and whether this effect is mediated by consumer trust. This study employs a quantitative research method, using primary data collected through a structured questionnaire distributed to 100 respondents residing in Gadu Barat Village who are users of DRW Skincare products. The sampling technique applied the Slovin formula, and data were analyzed using SmartPLS 4.0 software. The variables investigated include store reputation, consumer trust, and purchase intention. The findings reveal that store reputation has a positive and significant influence on both consumer trust and purchase intention. However, consumer trust does not have a significant effect on purchase intention and therefore does not mediate the relationship between store reputation and purchase intention. These results highlight the dominant role of reputation in driving consumer decisions, independent of the trust variable. The implications suggest that businesses should focus on building and maintaining a strong brand reputation to enhance consumer interest, regardless of intermediary trust factors.