PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PRODUK LIPSTIK WARDAH DI SHOPEE DENGAN BRAND TRUST SEBAGAI VARIABEL MEDIASI

KHADIJA, TASYA and Thamrin, M. Husni and Murti, Krisna (2024) PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PRODUK LIPSTIK WARDAH DI SHOPEE DENGAN BRAND TRUST SEBAGAI VARIABEL MEDIASI. Undergraduate thesis, Sriwijaya University.

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Abstract

This study will examine the effect of electronic word of mouth on purchasing decisions with brand trust as a mediating variable, the object of this research is consumers of Wardah lipstick products who make purchases through the Shopee shopping application platform. The method used in this research is non probability sampling with purposive sampling technique which will then be processed through SmartPLS 3.0 software. Researchers used a questionnaire as a data collection tool by distributing it to 250 respondents who were Wardah lipstick consumers and domiciled in Palembang city. This study resulted in an R-Square value for purchasing decisions of 0.969 and an R-Square brand trust of 0.914. This study found that electronic word of mouth has a positive and significant effect on purchasing decisions for Wardah lipstick consumers with a coefficient of 0.626 or 62.6%, electronic word of mouth has a positive and significant effect on brand trust for Wardah consumers with a coefficient of 0.579 or 57.9%, brand trust has a positive and significant effect on Wardah consumer purchasing decisions with a coefficient of 0.561 or 56.1%, and brand trust mediates the effect of electronic word of mouth on purchasing decisions for Wardah lipstick consumers at Shopee with a coefficient of 0.909 or 90.9%. So it can be concluded that the direct effect of E-WOM on purchasing decisions is smaller than the value of the indirect effect of E-WOM on purchasing decisions through brand trust. Keywords: Electronic Word Of Mouth, Brand Trust, Purchase Decision, Wardah, Shopee

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Ilmu Komunikasi, Public Relations
Subjects:	H Social Sciences > HA Statistics > HA29-32 Theory and method of social science statistics P Language and Literature > P Philology. Linguistics > P87-96 Communication. Mass media P Language and Literature > P Philology. Linguistics > P99.5-99.6 Nonverbal communication
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Tasya Khadija
Date Deposited:	20 Jan 2025 08:45
Last Modified:	20 Jan 2025 08:45
URI:	http://repository.unsri.ac.id/id/eprint/165856

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