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All Journal Nusantara Hasana Journal Jurnal Bisnis Kreatif dan Inovatif
Dorothy RH Pandjaitan
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Agriculture, Biological Sciences & Forestry Humanities Economics, Econometrics & Finance Education Nursing

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PENGARUH ELECTRONIC WORD OF MOUTH (EWOM) TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK BIBIR BARENBLISS DI BANDAR LAMPUNG Annisa Rizki Indriani; Dorothy RH Pandjaitan
Nusantara Hasana Journal Vol. 5 No. 2 (2025): Nusantara Hasana Journal, July 2025
Publisher : Yayasan Nusantara Hasana Berdikari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59003/nhj.v5i2.1602

Abstract

Advances in information technology have driven shifts in consumer behavior when making purchasing decisions, particularly through the phenomenon of Electronic Word of Mouth (EWOM) on social media and e-commerce platforms. This study aims to investigate the influence of the three main dimensions of Electronic Word of Mouth (EWOM) intensity, Valence of Opinion, and content on purchasing decisions for Barenbliss lip cosmetics in Bandar Lampung. The research method employed is a quantitative approach using descriptive and confirmatory techniques. Data was collected through a questionnaire distributed to consumers who have used Barenbliss lip cosmetics and been exposed to digital reviews of the product. Analysis was conducted using SPSS version 25.0. The results of the study indicate that all independent variables in this study intensity, Valence of Opinion, and content have a positive and significant effect on purchasing decisions, both partially and simultaneously. This is evidenced by the significance values of each hypothesis test, all of which are below 0.05, thus accepting the proposed hypotheses. Intensity indicates that the more frequently someone is exposed to reviews, the greater the likelihood of making a purchase. Positive opinion valence enhances consumer confidence, and informative and high-quality content strengthens purchasing decisions.
Pengaruh Electronic Word of Mouth terhadap Keputusan Pembelian Produk Kosmetik Bibir Barenbliss di Bandar Lampung Annisa Rizki Indriani; Dorothy RH Pandjaitan
Jurnal Bisnis Kreatif dan Inovatif Vol. 2 No. 2 (2025): Juni: Jurnal Bisnis Kreatif dan Inovatif
Publisher : Asosiasi Riset Ilmu Manajemen dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jubikin.v2i2.714

Abstract

Advancements in information technology have influenced changes in consumer behavior, particularly in making purchasing decisions, especially with the emergence of the Electronic Word of Mouth (EWOM) phenomenon on social media and e-commerce platforms. EWOM refers to the electronic dissemination of information or reviews about products, which many consumers rely on before deciding to purchase a product. This study aims to analyze how three main aspects of EWOM—intensity, Valence of Opinion, and content quality—affect purchasing decisions for Barenbliss lip cosmetic products in Bandar Lampung. This study uses a quantitative-descriptive approach, with data collected through a questionnaire distributed to consumers who have used Barenbliss products and have seen digital reviews about the product. The sample selected consists of consumers with direct experience with the product and who can provide insights into the influence of digital reviews on purchasing decisions. The data collected was analyzed using SPSS 25.0. The results show that all three independent variables—intensity, Valence of Opinion, and content quality—have a significant positive impact on purchasing decisions, either individually or collectively. All hypothesis tests showed significance values below 0.05, indicating that the hypotheses are accepted. These findings suggest that the more frequently consumers are exposed to product reviews, the higher the likelihood they will make a purchase. Positive reviews (Valence of Opinion) were found to enhance consumer trust in the product, while informative and high-quality content further strengthened the intention to purchase. Overall, this study emphasizes that EWOM plays a significant role in shaping consumer purchasing decisions. The intensity of reviews, positive Valence of Opinion, and content quality work together to increase the likelihood of purchasing Barenbliss products in Bandar Lampung.
Co-Authors Annisa Rizki Indriani