THE EFFECT OF E-TRUST AND ONLINE CUSTOMER REVIEW ON PURCHASE DECISIONS FOR SOMETHINC SKINCARE PRODUCTS ON THE SHOPEE PLATFORM

Irma Rasifa; Ahmad Johan; Muhamad Hidayat

doi:10.31539/1fgz3w57

Authors

Irma Rasifa Universitas Langlang Buana
Ahmad Johan Universitas Langlang Buana https://orcid.org/0000-0003-1251-6728
Muhamad Hidayat Universitas Langlang Buana

DOI:

https://doi.org/10.31539/1fgz3w57

Keywords:

E-Trust, Online Customer Review, Purchase Decision, Skincare, Shopee

Abstract

The growth of e-commerce has changed how Indonesian consumers evaluate and purchase skincare products, particularly because online buyers cannot test products directly before purchase. This study examines the influence of e-trust and online customer review on purchase decisions for Somethinc skincare products on Shopee. The research used a quantitative design with descriptive and verification approaches. The population consisted of consumers who had purchased Somethinc skincare through Shopee, and 100 respondents were selected using non-probability purposive sampling. Data were collected through a Likert-scale questionnaire and analyzed using descriptive statistics, validity and reliability tests, classical assumption tests, multiple linear regression, t-test, F-test, and coefficient of determination with IBM SPSS Statistics 27. The findings indicate that e-trust, online customer review, and purchase decision are all in the high category. Partially, e-trust has a positive and significant effect on purchase decision (t = 3.335; sig. = 0.001), while online customer review has a stronger positive and significant effect (t = 6.100; sig. < 0.001). Simultaneously, both variables significantly affect purchase decision (F = 105.232; sig. < 0.001). The adjusted R square of 0.678 shows that e-trust and online customer review explain 67.8% of purchase decisions

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