The Influence of Electronic Word of Mouth and Brand Trust on Purchase Intention on Samsung Smartphones in Cimahi City

Abstract

This study looks at how electronic word of mouth (e-WOM) and trust in a brand influence the desire to buy Samsung smartphones, focusing on the drop in the Top Brand Index in Indonesia's smartphone market from 2021 to 2025. A quantitative method using descriptive and associative techniques was used.It included 120 people aged 17 and older from Cimahi City who were interested in Samsung smartphones and had seen Samsung-related content on social media. Data was gathered using questionnaires through convenience sampling between April and May 2026, and it was analyzed using multiple linear regression in SPSS version 27. The results show that electronic word-of-mouth and brand trust each have a positive and significant impact on the intention to buy, both on their own and together.This means that improving the credibility of reviews and building brand trust can help increase the desire to purchase Samsung smartphones.