Pengaruh Electronic Word of Mouth, Influencer Review, Dan Experience Pelanggan Terhadap Keputusan Pembelian Kosmetik Halal Pada Aplikasi Shopee (Studi Pada Mahasiswa Universitas Islam Malang)

Abstract

Abstract

This research was conducted to examine and evaluate the effects of Electronic Word of Mouth (e-WOM), Influencer Review, and Customer Experience on the purchasing decisions of halal cosmetic products through Shopee among students at Universitas Islam Malang. A quantitative approach was applied, with data collected using a questionnaire measured on a Likert scale. The respondents consisted of 90 Universitas Islam Malang students who had experience purchasing halal cosmetic products on Shopee, selected through a purposive sampling technique. Primary data were obtained by distributing an online questionnaire via Google Forms. The collected data were processed using SPSS version 26 through validity and reliability testing, classical assumption testing, multiple linear regression analysis, hypothesis testing using the t-test and F-test, as well as the coefficient of determination analysis. The findings reveal that Electronic Word of Mouth (e-WOM), Influencer Review, and Customer Experience each exert a positive and statistically significant influence on consumers' purchasing decisions regarding halal cosmetic products on Shopee. Furthermore, these three independent variables simultaneously have a positive and significant influence on purchasing decisions. The findings suggest that the better the quality of information obtained through e-WOM, the higher the credibility of influencers in providing product reviews, and the more positive the customer experience during shopping on Shopee, the greater the consumers' tendency to make purchasing decisions for halal cosmetic products.

Keywords: Electronic Word of Mouth (e-WOM), Influencer Review, Customer Experience, Purchase Decision.