Pengaruh Electronic Word of Mouth (E WoM) dan Brand Image Terhadap Keputusan Pembelian Produk Moisturizer Glad2Glow Pada Pengguna Marketplace Shopee

The Influence of Electronic Word of Mouth (E WoM) and Brand Image on Glad2Glow Moisturizer Product Purchase Decisions on Shopee Marketplace Users

Abstract

The development of the beauty and technology sectors changes people's behavior in deciding to purchase skincare products. This condition causes consumers to consider information obtained through Electronic Word of Mouth and Brand Image before making a purchase decision. This study aims to determine the effect of Electronic Word of Mouth and Brand Image on Purchase Decisions for Glad2Glow moisturizer products on Shopee marketplace users in Kebon Jeruk District. This study uses a statistical quantitative method by distributing questionnaires to 100 respondents using a purposive sampling technique. Data were analyzed using data quality tests, classical assumption tests, hypothesis tests, coefficient of determination tests, and multiple linear regression with the help of SPSS version 26. The results showed that Electronic Word of Mouth had a significant effect on Purchase Decisions with a significance value of 0.000 <0.05. Brand Image also had a significant effect on Purchase Decisions with a significance value of 0.001 <0.05. Simultaneously, Electronic Word of Mouth and Brand Image had an effect on Purchase Decisions with a significance value of 0.000 <0.05. The research findings show that the information obtained by consumers and brand image are considerations in the purchasing decision of Glad2Glow moisturizer products among Shopee marketplace users.