PENGARUH ELECTRONIC-WORD OF MOUTH (e-WOM) DAN CONSUMER TRUST TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE SHOPEE BAGI GENERASI Z

ABSTRACT

This study aims to analyze and prove the effect of the electronic-Word of Mouth and Consumer Trust on purchasing decisions in e-commerce Shopee for Generation Z. This research is a quantitative study using a survey method. The population of this study are consumers of care and beauty products at Shopee e-commerce, especially Generation Z. The number of samples in the study is believed to be 100 respondents with a side purposive data collection technique. The analysis technique used is validity test, reliability test, classic assumption test which consists of normality test, heteroscedasticity test, multicollinearity test, multiple linear regression analysis, hypothesis testing, namely the t test and F test, as well as the coefficient of determination test. The results of this study indicate that the electronic-Word of Mouth variable has a positive and significant effect on the decision to purchase care and beauty products, while the Consumer Trust variable has a positive but not significant effect on the purchase decision, then when the test is carried out simultaneously the electronic-Word of Mouth and Consumer Trust have a positive and significant impact on purchasing decisions in Shopee e-commerce for Generation Z.