The Influence of Electronic Word of Mouth (e-WOM), Product Ratings, and Consumer Trust on Purchase Decisions
DOI:
https://doi.org/10.35457/translitera.v15i2.6048Keywords:
Electronic Word of Mouth, consumer trust, purchasing decision, product rating, ShopeeAbstract
This study aims to analyze the effects of Electronic Word of Mouth (e-WOM), product ratings, and consumer trust on purchasing decisions on the Shopee marketplace. A quantitative approach was employed, involving 100 students from the Business Administration Study Program at Universitas Islam Balitar, cohorts 2022–2025, selected using the Slovin formula. Data were collected through Likert-scale questionnaires and analyzed using multiple linear regression with IBM SPSS Statistics. The results show that e-WOM (p = 0.039), product ratings (p = 0.012), and consumer trust (p < 0.001) have positive and significant effects on purchasing decisions. Consumer trust has the strongest relative effect, with a standardized beta coefficient of 0.377. Simultaneously, all three variables significantly affect purchasing decisions (F = 15.656, p < 0.001). These findings highlight the importance of consumer information, product ratings, and trust in shaping purchasing decisions on Shopee.
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