THE INFLUENCE OF ELECTRONIC WORD OF MOUTH (E-WOM) AND BRAND TRUST ON ONLINE PURCHASE DECISIONS OF SKINCARE PRODUCTS IN LAZADA

Jenifer Mamoto · Emilia Margareth Gunawan

5 citations0/0 files storedJURNAL RISET EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI

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Consumer Behavior and Marketing Influence Digital Marketing and Social Media Technology Adoption and User Behaviour

Abstract

This study aims to know the influence of electronic word of mouth (E-WOM) and brand trust on online purchase decision of skincare products in Lazada. The research sample is 100 respondents. The data collected by questionnaire and distributed online. The sampling method used in this study is a purposive sampling. The data analysis method in this study is multiple linear regression and using SPSS as a data processing tool. The result shows that electronic word of mouth partially has a positive and significant influence on online purchase decisision. Brand trust partially has a positive and significant influence on online purchase decision. Electronic word of mouth and brand trust simultaneously have a positif and significant influence on online purchase decision. Keyword: electronic word of mouth, brand trust and online purchase decision

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1994Book Review: Marketing Research: An Applied Orientation 2004Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?2007Electronic word-of-mouth in hospitality and tourism management 2010Impact of Online Consumer Reviews on Sales: The Moderating Role of Product and Consumer Characteristics 2007Exploring the value of online product reviews in forecasting sales: The case of motion pictures 2006eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty 2004What drives consumers to shop online? A literature review 2007Marketing Management (12th Edition)

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