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ANDRIANI, TRI
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E-WOM, influencers, and online reviews in Wardah cosmetics purchase decisions on Shopee Syarifah, Tengku; Wahyuni, Dian; Andriani, Tri; Sandini, Putri
Priviet Social Sciences Journal Vol. 5 No. 11 (2025): November 2025
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/pssj.v5i11.1599

Abstract

This study aims to determine the Influence of E-WOM, Influencers, and Online Customer Reviews on Purchasing Decisions. The population in this study was Shopee platform users in the Kisaran City area, the number of which cannot be known for certain. This study used the Wibisono formula. The data used were primary data, and this study was conducted online using an electronic questionnaire, namely Google form. The data analysis tool used multiple linear regression. The results of the study show the Influence of E-WOM, Influencers, and Online Customer Reviews on Purchasing Decisions. Simultaneously, E-WOM (X1), Influencer (X2), and Online Customer Review (X3) influence Purchasing Decision (Y), Fcount > Ftable (44.226 > 2.70) with a significance of 0.000 < 0.05. This shows that the research results H1 were accepted and H0 was rejected. While partially E-WOM (X1) has a positive and significant effect on Purchasing Decisions (Y), with a calculated t value > ttable, namely 3.693 > 1.98580 with a sig t value for the E-WOM variable (X1) 0.000 smaller than α 0.05, namely 0.000 < 0.05, Influencer (X2) has a positive and significant effect on Purchasing Decisions (Y), with a calculated t value > t-table, namely 3.693 > 1.98580 with a sig t value for the Influencer variable (X2) 0.000 smaller than α 0.05, namely 0.000 < 0.05 and Influencer (X2) has a positive and significant effect on Purchasing Decisions (Y), with a calculated t value > ttable, namely 2.067 > 1.98580 with a sig t value for the Influencer variable (X2) 0.042 is smaller than α 0.05, which is 0.042 <0.05, it can be concluded that H0 is rejected, H2 is accepted and the R Square coefficient is 0.577 or 57.7%. This shows that the Purchase Decision (Y) can be explained by the E-WOM variable (X1), influencer (X2), and Online Customer Review (X3), amounting to 457.7%, and the remaining 42.3% is explained by other factors not examined in this study.
Peran Kecintaan Merek Sebagai Pemediasi Antara Pengalaman Merek dan Kepuasan Merek Terhadap Loyalitas Merek Qris Andriani, Tri; Halimatussaddiah Marpaung
Journal of Trends Economics and Accounting Research Vol 4 No 3 (2024): March 2024
Publisher : Forum Kerjasama Pendidikan Tinggi (FKPT)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/jtear.v4i3.1203

Abstract

The purpose of this study was to analyze the role of brand love as a mediator between brand experience and brand satisfaction on brand loyalty to Qris products in Asahan. This research is descriptive quantitative with survey method. The population in this study were Qris customers in Asahan. The sample used in this study amounted to 280 people. The data analysis tool used is SEM PLS. Brand experience and brand satisfaction have a positive effect on brand love and customer loyalty. Brand love affects brand loyalty. Brand loyalty is a mediator between brand experience and brand satisfaction on brand loyalty. This study extends previous research by examining factors affecting brand loyalty by adding the variable of brand satisfaction and making product love a mediator between brand experience and satisfaction on loyalty to Qris.
Co-Authors Alfaresa, Aisyah Alfin Khaira Arjuna, Arjuna Badriyah Badriyah Badriyah Bakti, Surya darmi, salfia Dewantoro, Riy Dian Puspitasari Dian Wahyuni Din, Teresia Ferdinansyah, M Halimatussaddiah Marpaung Hariyani, Riska Herdyana , Thessa Ibar Adi Permana Indriani , Novita Karomah, Nurul Giswi Lubis, Rizka Hidayah Husin Makmuroh, Umi Hanik Marpaung, Halimatussaddiah Marpaung, Rispan Kurniawan Nasution, Rani Susila Optari, Leni Kurnia Pane, Dian Novita Sari Rumiati Sajidah, Qonita Sandini, Putri Sawlani, Dhiraj Kelly Siregar, Nurul Hikmatul Alawiyah Siswahyudianto Syarifuddin Syarifuddin TENGKU SYARIFAH Tinambunan, Hezron Sabar Rotua Vanchapo, Antonius Rino Yolandia, Rita Ayu Zahar, Intan