PENGARUH ELECTRONIC WORD OF MOUTH PRODUK SCARLETT WHITENING 7X CERAMIDE BARRIER UP MOISTURIZER TERHADAP KEPUTUSAN PEMBELIAN DI E-COMMERCE SHOPEE (STUDI KASUS PADA MASYARAKAT KOTA MADIUN)

Abstract

The purpose of this research is to determine and analyze the effects of the Intensity, Valence of Opinion, and Content dimensions on the Electronic Word of Mouth variable towards the purchasing decisions of the residents of Madiun City who are users of Scarlett Whitening 7x Ceramide Barrier Up Moisturizer product on the Shopee E-commerce platform. This study employs the purposive sampling technique with 385 respondents. The data analysis technique used is multiple linear regression analysis. The results of this study indicate that there is a positive and significant influence of the Intensity dimension on the Electronic Word of Mouth variable towards purchasing decisions. Additionally, there is a positive and significant influence of the Valence of Opinion dimension on the Electronic Word of Mouth variable towards purchasing decisions. Furthermore, there is also a positive and significant influence of the Content dimension on the Electronic Word of Mouth variable towards purchasing decisions.

Keywords: Electronic Word Of Mouth, Purchase Decision.