Pengaruh Electronics Word of Mouth dan Kepercayaan terhadap Keputusan Pembelian Produk Fashion di Shopee pada Kalangan Masyarakat Lumajang

Abstract

Technology plays a greater role in influencing customers’ preferences of brand. Internet and social media platforms has become a powerful and effective marketing for disseminating information, including sharing relatable experiences that are connected between customers online. Based on previous research, product purchasing decisions can be achieved using electronic word of mouth and trust. That invention, direct this research in providing empirical evidence relating to the variable influence of electronic word of mouth and trust in the decision to purchase fashion products at Shopee in Lumajang. This research used primary data by distributing questionnaires to 60 customer’s Shopee. The data of this research was analyzed through SPSS and the hypotheses were tested by multiple linear regression analysis. The results, electronics word of mouth and trust has possitive effect on purchasing decicions, and the coefficient of determination test on the R square value of 47.3%. It means that electronics word of mouth and trust has a positive effect on purchasing decisions by 47.3% and besides electronics word of mouth and kepercayaan is indicated by an estimated error value of 52.7% influenced by other variables not discussed in this research.