Detail Cantuman  |  Perpustakaan Universitas Putra Bangsa

This study aims to security and security, information and electronic word of mouth against brand trust on Tokopedia.com site. Data collection with questionnaires by using purposive sampling method, this study took a sample of 100 respondents on Tokopedia.com users. Hypothesis using multiple linier regression analysis technique with SPSS 22.00 for windows. The results of this study are based on the results of validity test, all statements used in security variables, information and electronic word of mouth valid. Based on the reliability test, all the top variables are reliable (reliable). The t test results show significantly and significantly to brand trust. Information has a positive and insignificant effect on brand trust. Word of mouth is positively and significantly to brand trust. The results of the F test simultaneously – the same
security, information and electronic word of mouth significant to the brand trust. Coefficient of determination test results showed Adjusted R2 value of 0.684 pp. 68.4% brand trust variables can be trusted by security variables, whose funds are not determined by this study.


Keywords: security, Information, electronic word of mouth and brand trust