Pengaruh Electronic Word of Mouth dan Brand Trust Terhadap Keputusan Pembelian

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.