Tujuan dari penelitian ini adalah untuk menguji pengaruh electronic word of mouth, dan Brand Image terhadap keputusan pembelian melalui brand trust pada pengguna marketplace Blibli.com. Metode yang digunakan adalah metode kuantitatif dengan menggunakan analisis deskriptif dan verifikatif. Populasi dalam penelitian ini yaitu para pengguna marketplace Blibli.com. Ukuran sampel yang diambil sebanyak 140 responden. Teknik pengumpulan data pada penelitian ini dilakukan dengan cara menyebar kuesioner. Skala angket yang digunakan yaitu skala interval 1 – 10. Analisis data dengan menggunakan inner model dan outer model yang dibantu oleh prodram software SmartPLS 4.0. Berdasarkan hasil penelitian yang telah dilakukan manunjukkan bahwa, (1) Electronic word of word berpengaruh secara positif dan signifikan terhadap brand trust, (2) Brand image berpengaruh secara positif dan signifikan terhadap brand trust, (3) Electronic word of mouth berpengaruh secara positif dan signifikan terhadap keputusan pembelian, (4) Brand image tidak berpengaruh terhadap keputusan pembelian, (5) Brand trust berpengaruh positif terhadap keputusan pembelian, (6) Brand trust dapat memediasi electronic word of mouth terhadap keputusan pembelian, (7) Brand trust dapat memediasi brand image terhadap keputusan pembelian.
Kata Kunci: Electronic Word Of Mouth (e-Wom), Brand Image, Keputusan Pembelian, Brand Trust.

The purpose of this study was to determine the influence of electronic word of mouth and brand image on purchase decisions through brand trust among Blibli.com marketplace users. The method used was a quantitative method employing descriptive and verificative analysis. The population in this study was Blibli.com marketplace users. A sample size of 140 respondents was taken. Data collection technique in this study was conducted by distributing questionnaires. The questionnaire scale used was an interval scale from 1 to 10. Data analysis was performed using inner and outer models assisted by SmartPLS 4.0 software program. Based on the results of the research conducted, it was found that (1) Electronic word of mouth positively and significantly influenced brand trust, (2) Brand image positively and significantly influenced brand trust, (3) Electronic word of mouth positively and significantly influenced purchase decisions, (4) Brand image had no significant influence on purchase decisions, (5) Brand trust positively and significantly influenced purchase decisions, (6) Brand trust could mediate electronic word of mouth on purchase decisions, (7) Brand trust could mediate brand image on purchase decisions.
Keywords: Electronic Word Of Mouth (E-wom), Brand Image, Purchase Decision, Brand Trust