Pengaruh E-WOM dan Brand Trust terhadap Keputusan Pembelian Produk Scarlett di Kota Bandung - Farhan Shofi Atha; Dede R. Oktini (Bandung Conference Series: Business and Management, 2024)
Abstract. This research aims to find out whether there is an influence of E-WOM and Brand Trust on purchasing decisions for Scarlet products in the city of Bandung. The method used in this research is descriptive and verification research with quantitative methods. Purposive sampling technique with random sampling. The population in this study are buyers using Scarlett products. However, the total population for the study has not yet been found. Then a sample of 100 people was obtained. The results of this research show that Electronic Word of Mouth partially has a significant effect on purchasing decisions, and Brand Image partially has a significant effect on purchasing decisions. Then simultaneously Electronic Word of Mouth and Brand Trust have a significant influence on Purchasing Decisions. Abstrak. Penelitian ini bertujuan untuk mengetahui apakah terdapat pengaruh E-WOM dan Brand Trust Terhadap Keputusan Pembelian Produk Scarlet di Kota Bandung. Metode yang digunakan dalam penelitian ini yaitu penelitian deskriptif dan verifikatif dengan metode kuantitatif. Teknik pengambilan sampel Purposive sampling. Populasi pada penelitian ini adalah pembeli menggunakan produk Scarlett. Namun belum ditemukan dengan tetap total populasi untuk penelitian tersebut. Kemudian didapatkan sampel sebesar 100 orang. Hasil penelitian ini menunjukkan bahwa Electronic Word of Mouth secara parsial berpengaruh signifikan terhadap keputusan pembelian, dan Brand Trust secara parsial berpengaruh signifikan terhadap keputusan pembelian. Lalu secara simultan Electronic Word of Mouth dan Brand Trust berpengaruh signifikan terhadap Keputusan Pembelian.