ANALISIS PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) DAN KEAMANAN TERHADAP MINAT BELI DENGAN KEPERCAYAAN SEBAGAI VARIABEL INTERVENING PADA PRODUK FASHION DI MARKETPLACE SHOPEE (STUDI PADA KONSUMEN E-COMMERCE SHOPEE DI UNIVERSITAS MUHAMMADIYAH YOGYAKARTA)

This study aims to explain and analyze the direct effect of electronic word of mouth on trust, the direct effect of security on trust, the direct effect of security on buying interest, the direct influence of electronic word of mouth on buying interest, and the direct influence of trust on buying interest. , the indirect effect of electronic word of mouth on buying interest through trust as an intervening variable and the indirect effect of security on buying interest through trust as an intervening variable. This research was conducted on Shopee e-commerce consumers, students of the University of Muhammadiyah Yogyakarta, with a total of 170 respondents. The sampling technique was purposive sampling method. The analytical method used is the Structural Equation Modeling (SEM) method using the AMOS 20 program. The results of this study indicate that electronic word of mouth with positive and significant to consumer trust, security with positive and significant to consumer trust, security to consumer buying interest is not significant, electronic word of mouth insignificant to consumer buying interest, consumer confidence with consumer buying interest is not significant. consumer buying is positive and significant, trust is able to mediate electronic word of mouth on buying interest, and trust is able to mediate security on buying interest.