PENGARUH ULASAN KONSUMEN DAN E-WOM DI PLATFORM E-COMMERCE TERHADAP KEPUTUSAN PEMBELIAN : STUDI SUNSCREEN AZARINE

Wilda Al Aluf
Setiyarini, Triana

Pendas : Jurnah Ilmiah Pendidikan Dasar
Vol. 10 No. 04 (2025): Volume 10 No. 04 Desember 2025 Build

This study explores the influence of consumer reviews and electronic Word of Mouth (e-WOM) on the purchasing decisions of Azarine sunscreen products on e-commerce platforms. The methodology used is quantitative research with a case study approach, involving 45 respondents who are students at Trunojoyo University Madura. The analysis results indicate that consumer reviews have a significant influence on purchasing decisions, while e-WOM does not show a meaningful impact individually. These findings provide insights into the importance of consumer reviews in shaping purchasing decisions and identify the need for further research to understand the dynamics of e-WOM in this context.