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E-WOM, influencers, and online reviews in Wardah cosmetics purchase decisions on Shopee

Author

Listed:
  • Tengku Syarifah

    (Universitas Asahan)

  • Dian Wahyuni

    (Universitas Asahan)

  • Tri Andriani

    (Universitas Asahan)

  • Putri Sandini

    (Universitas Asahan)

Abstract

This study aims to determine the Influence of E-WOM, Influencers, and Online Customer Reviews on Purchasing Decisions. The population in this study was Shopee platform users in the Kisaran City area, the number of which cannot be known for certain. This study used the Wibisono formula. The data used were primary data, and this study was conducted online using an electronic questionnaire, namely Google form. The data analysis tool used multiple linear regression. The results of the study show the Influence of E-WOM, Influencers, and Online Customer Reviews on Purchasing Decisions. Simultaneously, E-WOM (X1), Influencer (X2), and Online Customer Review (X3) influence Purchasing Decision (Y), Fcount > Ftable (44.226 > 2.70) with a significance of 0.000 ttable, namely 3.693 > 1.98580 with a sig t value for the E-WOM variable (X1) 0.000 smaller than α 0.05, namely 0.000 t-table, namely 3.693 > 1.98580 with a sig t value for the Influencer variable (X2) 0.000 smaller than α 0.05, namely 0.000 ttable, namely 2.067 > 1.98580 with a sig t value for the Influencer variable (X2) 0.042 is smaller than α 0.05, which is 0.042

Suggested Citation

  • Tengku Syarifah & Dian Wahyuni & Tri Andriani & Putri Sandini, 2025. "E-WOM, influencers, and online reviews in Wardah cosmetics purchase decisions on Shopee," Priviet Social Sciences Journal, Privietlab Research Center, vol. 5(11), pages 537-548, November.
    • Handle: RePEc:prv:pssjpv:1599
    DOI: 10.55942/pssj.v5i11.1599
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