The purpose of this study was to examine and explain the effect of the reciprocity strategy on purchasing decisions mediated by trust and e-WOM at coffee shops in Bali. The design of this research is causality. The sample size is 300 people taken using purposive sampling. Data analysis technique using PLS-based SEM. The results showed that reciprocity had a positive and significant effect on purchasing decisions, reciprocity had a positive and significant effect on trust and e-WOM, trust and e-WOM had a positive and significant effect on purchasing decisions. This means that trust and e-WOM are able to partially mediate the effect of reciprocity on purchasing decisions at MSMEs Coffee Shops in Bali. The results of this study are expected to enrich the concept of consumer behavior related to the role of trust and e-WOM in mediating the effect of reciprocity on purchasing decisions. MSMEs Coffee Shop is expected to always be customer oriented, carry out promotions and pay special attention to customers.
Citation: Giantari I.G.A, K; Sukawati T.G.; Riyasa I.A.P.W. (2023) Reciprocity Strategy in Improving Purchase Decisions at Coffee Shop MSMEs in Bali, European Journal of Business and Innovation Research, Vol.11, No.2, pp.,1-14
Keywords: Purchase decision, Trust, e-WOM, reciprocity strategy
