Pengaruh Electronic Word of Mouth (E-Wom) dan E-Layout terhadap Keputusan Pembelian melalui Customer Trust pada Produk Sunscreen Wardah di Kota Bekasi

Aulia, Robiathul (2026) Pengaruh Electronic Word of Mouth (E-Wom) dan E-Layout terhadap Keputusan Pembelian melalui Customer Trust pada Produk Sunscreen Wardah di Kota Bekasi. Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

This study aims to examine and analyze the effect of Electronic Word of Mouth (E-WOM) and Electronic Layout (E-Layout) on purchase decisions through Customer Trust in Wardah sunscreen products in Bekasi City. This research employs a quantitative method with a survey approach. The population of this study consists of 2,644,058 residents of Bekasi City. However, since the exact number of consumers who have purchased Wardah sunscreen products through Shopee is unknown, the sample size was determined using the Lemeshow formula. The sampling technique used was non-probability sampling with a purposive sampling method, with criteria including residents of Bekasi City, at least 17 years old, active Shopee users, and having purchased Wardah sunscreen products through Shopee at least once. Based on these criteria, 100 respondents were obtained. The data used are primary data collected through questionnaires and analyzed using the SEM-PLS method. The results show that: (1) E-WOM has a positive and significant effect on Customer Trust (T-Statistics 3.657 > 1.96; P-Values 0.000 < 0.05); (2) E-Layout has a positive and significant effect on Customer Trust (T-Statistics 3.268 > 1.96; P-Values 0.001 < 0.05); (3) E-WOM has a positive and significant effect on purchase decisions (T-Statistics 3.780 > 1.96; P-Values 0.000 < 0.05); (4) E-Layout has no significant effect on purchase decisions (T-Statistics 0.182 < 1.96; P-Values 0.855 > 0.05); (5) Customer Trust has a positive and significant effect on purchase decisions (T-Statistics 3.649 > 1.96; P-Values 0.000 < 0.05); (6) E-WOM has a significant effect on purchase decisions through Customer Trust (T-Statistics 2.681 > 1.96; P-Values 0.007 < 0.05); and (7) E-Layout has a significant effect on purchase decisions through Customer Trust (T-Statistics 2.459 > 1.96; P-Values 0.014 < 0.05).

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