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Dyah Sugandini
Universitas Pembangunan Nasional Veteran Yogyakarta
Religion Arts Humanities Chemical Engineering, Chemistry & Bioengineering Chemistry Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mechanical Engineering Nursing Public Health Social Sciences Other

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Journal : Strata Social and Humanities Studies

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Pengaruh Elektronik Word of Mouth terhadap Minat Beli Skincare dan Kosmetik Lokal secara Online melalui Kepercayaan Uyun, Nadia Azkal; Sutiono, Heru Tri; Sugandini, Dyah
Strata Social and Humanities Studies Vol. 1 No. 2 (2023): October
Publisher : CV. Strata Persada Academia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59631/sshs.v1i2.104

Abstract

This research seeks to observe and test consumers' online purchasing interests based on the role of trust and Electronic Word of Mouth (E-WOM). This research uses PLS (Partial Least Square) based on SEM (Structural Equation Modeling). The sample in this research was 188 consumers from 5 regions in the Special Region of Yogyakarta. This research uses a purposive sampling technique in data collection. The criteria for respondents are women aged 20-30 years. The results of this research found that there is a positive and significant direct influence of both E-WOM and trust on online buying interest in local skincare and cosmetics in Indonesia, especially in Yogyakarta. So, it can be said that interest or intention to buy online depends on both E-WOM and trust. However, the mediating role of trust was also tested in this study, and the results were positive and significant. So, it can be said that online purchasing intentions, apart from being directly dependent on E-WOM, can also be mediated by trust.
Co-Authors Agus Sasmito Aribowo Agus Sasmito Aribowo Ambarwati, Sri Dwi Ari Aprilivianto Aprilivianto Atika Nur Dhyas Putri Bambang Sugiarto Bayage, Nevri Bayage Bela Yudha Darasta Christin Susilowati Dentie Aulina Poetri Izdihari Dentie Aulina Poetri Izdihari Effendi, Mohamad Irhas Eny Purbandari Esti Dwi Rahmawati Fitri, Rindiyani Alam Garaika Haddy Suprapto Hadi Oetomo Harwidyasto, Raditya Helisia Margahana Heru Tri Sutiono Heru Tri Sutiono Hidayah, Muhammad Rafli Hidayat, Indra Iryanto Nur Holimin Holimin Ignatius Agus Suryono Indra Iryanto Nur Hidayat Kusumadevi, Dyaning Septiana Laksana, Dwi Hari M. Irhas Effendi Maria Dwisakti Nettilin Watu Michelle Yoanna Franscisca Brigitta Miftahun Najah Muafi Muhammad Irhas Effendi, Muhammad Irhas Muhammad Kundarto Muhammad Rafli Hidayah Muhammad Yusron Fikri Murni, Sri Wahyu Nevri Bayage Bayage Padma, Hilda Carissa Putu Pamuji, Windy Anindya Purbudi Wahyuni PURBUDI WAHYUNI, PURBUDI Puspadewi, Mellania Indah Qisthi Larasati Rahajeng Arundati Rahajeng Arundati Rahajeng Arundati Rahajeng Arundati Rava Fernanda Purnama Rava Fernanda Purnama Rifki, Akbar Faiz Siwi Hardiastuti Endang Kawuryan Sugiarto, Bambang Suranto, Suranto Sutiono, Heru Tri Titik Kusmantini Trestina Ekawati Uyun, Nadia Azkal Wahyu Hidayat Wahyu Kurniawan Widhy Tri Astuti Wiratama, Raihan Wisnalmawati Wisnalmawati Wisnalmawati - Wisnalmawati Wisnalmawati Wisnalmawati Wisnalmawati Wiyoga, Adhe Yenni Sri Utami Yenni Sri Utami, Yenni Sri Yodhatama, Muktiarya Yulia Aji Puspitasari Yuni Istanto Yuni Istanto Yuni Istanto Yuni Istanto, Yuni Yusuf, Akbar Maulana