The Influence of E-Trust, Online Customer Review and E-Service Quality on the Purchase Decision of Products on the SOCO By Sociolla Application

Koto, Fitriza Ferunita
Wahyono, Seno Aji
Widyaningrum, Santi

International Journal of Applied and Advanced Multidisciplinary Research (IJAAMR)
Vol. 2 No. 7 (2024): July 2024

This research aims to investigate the influence of e-trust, online customer reviews, and e-service quality on product purchases on the SOCO By Sociolla application. SOCO By Sociolla is a leading beauty e-commerce platform in Indonesia that offers a wide range of beauty products online. The research utilizes a survey method by collecting data through questionnaires distributed via social media for 100 samples. The collected data is analyzed using regression analysis to examine the impact of independent variables (e-trust, online customer reviews, and e-service quality) on the dependent variable (purchase decisions). The research sample consists of Indonesian users of the SOCO By Sociolla application. The analysis results indicate that e-trust does not significantly affect purchase decisions, but online customer reviews and e-service quality have a significant impact. Overall, e-trust, online customer reviews, and e-service quality collectively influence purchase decisions on the SOCO By Sociolla application.