The Impact of E-WOM on Purchase Decisions: The Mediating Roles of Marketplace Trust and Brand Image Evidence from Skintific on Shopee

Nasywa Hanum Salsabila (Universitas Islam Kadiri)
Lina Saptaria (Universitas Islam Kadiri)

KIC
Vol. 4 (2026): Proceeding Kilisuci International Conference on Economic and Business

Research aim: This study aims to analyze the influence of electronic word of mouth (E-WOM) on purchasing decisions for Skintific products on the Shopee platform. Additionally, this study aims to examine the role of marketplace trust and brand image as mediating variables in this relationship. Design/Method/Approach: This study employed a quantitative approach using a survey design. Data were collected by distributing a questionnaire to 108 respondents who were Shopee users and consumers of Skintific products. The data analysis technique used was Partial Least Squares-based Structural Equation Modeling (SEM-PLS) to test the relationships among variables and the mediating role in the research model. Research Finding: The results of the study indicate that brand image has a positive and significant influence on purchase decisions. E-WOM was found to have a positive and significant influence on brand image and marketplace trust. E-WOM and marketplace trust do not have a significant direct influence on purchase decisions. In the mediation analysis, it was found that marketplace trust does not mediate the relationship between E-WOM and purchase decisions. Brand image was found to significantly mediate the relationship between E-WOM and purchase decisions. Theoritical contribution/Originality: Brand image acts as a significant mediator (full mediation), reinforcing the perspective that brand perception is key to translating external information (E-WOM) into consumer behavior. Practitionel/Policy implication: In practical terms, the findings of this study have implications for businesses—particularly the Skintific brand on Shopee—suggesting that marketing strategies should not only focus on increasing E-WOM but also on strengthening brand image as a key factor driving purchasing decisions. Research limitation: This study is limited to consumers in Kediri Regency and focuses solely on Skintific products available on Shopee. Further research is recommended to expand the sample size and include additional variables to provide more comprehensive results.