The effect of digital marketing and E-WOM on generation z's purchase intention: The mediating role of trust

Izzaini, Muhammad Fadhil and Firmansyah, Fani (2026) The effect of digital marketing and E-WOM on generation z's purchase intention: The mediating role of trust. Jurnal Investasi Islam, 11 (2). pp. 835-861. ISSN 25809024

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Abstract

Digital transformation drives Islamic banking to leverage digital marketing and electronic word of mouth (E-WOM) to increase purchase intention among Generation Z. However, previous studies have shown inconsistent results regarding the influence of these two variables on purchase intention, as well as a lack of research examining the role of trust as a mediating variable in the context of digital Islamic banking. This study aims to analyze the effect of digital marketing and E-WOM on the purchase intention of Generation Z users of Bank Syariah Indonesia (BSI) in Malang City, with trust as a mediating variable. The research uses a quantitative explanatory approach with 165 respondents selected through purposive sampling. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results show that digital marketing does not have a significant effect on purchase intention (β = 0.127; p = 0.157) or trust (β = 0.187; p = 0.086), E-WOM has a positive and significant effect on purchase intention (β = 0.395; p < 0.001) and trust (β = 0.354; p = 0.001), trust does not have a significant effect on purchase intention (β = 0.131; p = 0.281), and is unable to mediate the influence of digital marketing or E-WOM on purchase intention. These findings indicate that E-WOM is the dominant factor in shaping purchase intention among Generation Z, while trust acts as a basic factor that does not directly drive usage intent. This study expands the literature on digital consumer behavior by showing that the role of trust is contextual among digital natives.

Item Type:	Journal Article
Keywords:	digital marketing; electronic word of mouth; trust; purchase intention
Subjects:	14 ECONOMICS > 1402 Applied Economics > 140209 Industry Economics and Industrial Organisation
Divisions:	Faculty of Economics > Department of Islamic Banking
Depositing User:	fani firmansyah
Date Deposited:	03 Aug 2026 13:32

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