THE INFLUENCE OF WORD OF MOUTH AND SECURITY ELECTRONIC COMMUNICATION ON BUYING INTEREST THROUGH TRUST AS AN INTERVENING VARIABLE IN PT CONSUMERS. ACE HARDWARE JUANDA BRANCH MEDAN PENGARUH KOMUNIKASI ELECTRONIC WORD OF MOUTH DAN SECURITY TERHADAP BUYING INTEREST MELALUI TRUST SEBAGAI VARIABEL INTERVENING PADA KONSUMEN PT. ACE HARDWARE CABANG JUANDA MEDAN Section Articles

Abstract

The growth of the Internet also offers a promising venue for electronic word of mouth (eWOM) (eg online forums, web blogs, social media) as a place to exchange information and opinions about a product. information to other consumers (interpersonal) on a non-commercial basis, both brands, products, and services. The aim of this research is to determine the effect of Electronic Word of Mouth Communication, security and trust on internet buying among PT consumers. Knowing the effect of Electronic Word of Mouth Communication on trust on PT consumers. Knowing the effect of security on trust on PT consumers. The results of the study, namely Partially Electronic Word of Mouth (Communication) have a significant effect on consumer buying interest (Buying Interest) Products at Ace Hardware Jalan Juanda Medan proven thit value of 6.689 with ttable 1, 98609. Partially Security has a significant effect on consumer buying interest (Buying Interest) Products at Ace Hardware Jalan Juanda Medan is proven by a thit value of 4.229 with a ttable of 1.98609. Partially Trust has a significant effect on consumer buying interest (Buying Product interest at Ace Hardware Jalan Juanda Medan is proven by a thit value of 4.489 with a ttable of 1.98609. Simultaneously Electronic Word of Mouth (Communication), Security (Security), Trust (Trust) to the dependent variable consumer buying interest (Buying Interest) of consumers Products at Ace Hardware Jalan Juanda Medan are proven by the value of Fcount = 26.216 with a significance level of 0.000. While the value of Ftable = 2.70. The value of F count > F table (26.212 > 2.70) and the level of significance (0.0105 <0.05) .