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

Tengku Syarifah, Dian Wahyuni, Tri Andriani and Putri Sandini
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Tengku Syarifah: Universitas Asahan
Dian Wahyuni: Universitas Asahan
Tri Andriani: Universitas Asahan
Putri Sandini: Universitas Asahan

Priviet Social Sciences Journal, 2025, vol. 5, issue 11, 537-548

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

Keywords: E-WOM; Influencer; Online Customer Review; Purchase Decision (search for similar items in EconPapers)
Date: 2025
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DOI: 10.55942/pssj.v5i11.1599

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