Work

Pengaruh Electronic Word of Mouth dan Brand Trust Terhadap Keputusan Pembelian

Year: 2024

Type: article

Abstract: The use of beauty products has become part of an effort to care for oneself. Moreover, with the ease of spreading information globally today, many beauty trends from various countries have begun to be absorbed and followed. Reported from the Statista.com site, X has the highest number of visitors to beauty e-commerce sites. X is one of the beauty e-commerce sites that provides original beauty products such as makeup, skin care, hair care, perfume, and beauty tools. This study uses a quantitative approach. The population of this study are consumers who have made purchases with an unidentified amount. Sample collection through nonprobability sampling techniques with incidental sampling techniques. This study took a sample of 110 respondents. The data analysis used is multiple linear regression analysis. The results of this study indicate that Electronic Word of Mouth has a significant effect on purchasing decisions. Brand trust has a significant effect on purchasing decisions. Electronic Word of Mouth and Brand Trust have a simultaneous effect on purchasing decisions.

Source: Jurnal Strategi dan Bisnis

DOI: 10.19184/jsb.v12i2.4202

Authors: Rheina Putri Cahyani Rheina Putri Cahyani, Yuslinda Dwi Handini Yuslinda Dwi Handini, Edy Wahyudi Edy Wahyudi, Maryono Maryono

Institutions: Universitas Jember, Lambung Mangkurat University

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4405627157

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