Pengaruh E-WOM dan Brand Trust terhadap Keputusan Pembelian Produk Kolaborasi Somethinc X One Piece
DOI:
https://doi.org/10.58192/ebismen.v5i4.5053Keywords:
Brand Trust, Electronic Word of Mouth (e-WOM), Purchase decision, Somethinc X One Piece Edition Lip Glaze product, Somethinc consumerAbstract
This study aims to analyze the influence of Electronic Word of Mouth and Brand Trust on the purchase decision of the Somethinc X One Piece Edition Lip Glaze product among Somethinc consumers. The beauty industry in Indonesia has experienced rapid growth, driving competition among cosmetics brands, particulary local brands. Somethinc is one such local brand that has launched collaborative products that have captured consumer’s attention. This study employs a quantitative method with primary data collected through a questionnaires using a Likert scale. The population for this study consisted of consumers who had purchased the Somethinc x One Piece Lip Glaze collaboration product. The sample consist of 100 respondents selected randomly using purposive sampling. Analysis was performed using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) technique via SmartPLS 3.0. The results indicate that Electronic Word of Mouth and Brand Trust have a positive and significant influence on the decision to purchase the Somethinc X One Piece Edition Lip Glaze among Somethinc consumers. The coefficient of determination of 60,10% indicates that consumer purchasing decisions can be substantially explained by the two independent variabels examined in this study. The findings of this study indicate that optimizing digital marketing strategies through E-WOM and strengthening Brand Trust are key factors that influence purchasing decisions.
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