How E-Wom Influence Purchase Intention Mediated by Trust and Brand Awareness: Case on Generation X in Indonesia

nformation spreads rapidly through social media, with a steady increase in media users Indonesia each year. This presents an important concern for marketers, particularly the automotive industry, which has experienced growth car sales 2021. Information disseminated between users, known as electronic word-of-mouth (e-WOM), is believed to have impact on consumers' purchase intentions. Therefore, this research aims examine influence of e-WOM affects intention Indonesia. study uses quantitative approach application Structural Equation Model (SEM) method. Data collection conducted purposive sampling technique, targeting Generation X respondents who actively use and feels interested buy car. The questionnaire distributed via Google Forms, data analysis by SPSS 24 SmartPLS 3. From 119 respondents, trust brand awareness emerge key factors that X. Additionally, act mediators intention, because does not directly intention. In addition, provide evidence supporting moderating role price. conclusion, marketers should effectively manage spread information platform.s potential enhance consumer awareness, influencing emergence their Keywords: e-wom, generation x,