THE INFLUENCE OF WORD OF MOUTH AND BRAND TRUST MARKETING STRATEGIES ON PURCHASING DECISIONS AND CONSUMER LOYALTY

Abstract

This study investigates the influence of Word of Mouth (WOM) marketing strategy and brand trust on consumer purchase decisions and loyalty. This study uses a systematic literature review to analyze various studies relevant to this topic. The results of the study show that WOM and brand trust are important factors in influencing purchasing decisions and consumer loyalty. WOM, as an informal communication containing experiences and recommendations, has proven to be more credible than traditional promotions, so that it can increase consumer trust, brand awareness, and product value perception. Meanwhile, brand trust, which is a consumer's belief in a brand's integrity and capabilities, builds a strong emotional connection with consumers, encourages repeat purchases, and reduces perceived risks when purchasing products. These two elements complement each other in creating consumer loyalty. Positive WOM not only strengthens brand trust but also increases loyalty through recommendations from satisfied consumers, while brand trust ensures consumers remain loyal even if there are other alternatives in the market. In today's digital context, social media plays an important role in expanding WOM's reach and building brand trust through transparent and authentic interactions. Overall, the study concludes that an effective marketing strategy should leverage WOM and focus on strengthening brand trust to build a loyal and sustainable consumer base.