The Effect of Brand Trust, E-WOM, and E- Service Quality on Maybelline Cosmetics Buying Interest Among Shopee Mall Users in Sidoarjo
Pengaruh Brand Trust, E-WOM, dan E- Service Quality terhadap Minat Beli Kosmetik Maybelline pada Pengguna Shopee Mall di Sidoarjo
DOI:
https://doi.org/10.21070/ups.7059Keywords:
Brand Trust, Electronic Word Of Mouth (e-WOM), E–Service Quality, Purchase InterestAbstract
This study aims to analyze the influence of Brand Trust, Electronic Word of Mouth (E-WOM), and E-Service Quality on Purchase Interest of Maybelline cosmetics at Shopee Mall, especially among users in Sidoarjo. This observation uses a quantitative approach, data was collected through an online questionnaire with 100 respondents. The independent variables analyzed were Brand Trust, E-WOM, and E-Service Quality, while the dependent variable was purchase interest. Data were analyzed using multiple linear regression methods through SPSS. The results showed that the three independent variables had a positive as well as significant influence on purchase interest. E-WOM had the greatest influence, followed by Brand Trust and E-Service Quality. This emphasizes the importance of positive online reviews and brand trust in increasing consumer interest.
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