THE INFLUENCE OF TRUST AND ELECTRONIC WORD OF MOUTH ON PURCHASING DECISIONS ON SHOPEE AT MAHAPENA ADVENTURE STORE
Abstract
Finding out how electronic word-of-mouth and trust affect Shopee purchases at Mahapena Adventure Store is the goal of this study. Based on the facts that researchers have observed in the Mahapena Adventure Store online shop which provides services that do not match what consumers want. The degree of Electronic Word of Mouth reviews may be affected by this. As a result, this will affect how skeptical consumers are of adopting electronic word-of-mouth to make purchases. Few prior studies have examined trust and electronic word-of-mouth factors together. An further distinguishing feature of this study is that, in contrast to other studies, it makes use of the Mahapena Adventure Store as a research object. Specifically, the impact of electronic word-of-mouth and trust on Shopee at the Mahapena Adventure Store is the main emphasis of this study's analysis of marketing methods on purchase choices. Causality approaches and a quantitative approach are used in this study. The dependent variable, purchase choices (Y), is examined in this study together with the effects of the independent factors, trust (X1) and electronic word of mouth (X2). Users of Shopee's Mahapena Adventure Store make up the research population. In this study, a sample of sixty respondents was selected using the Simple Random Sampling method. Multiple linear regression tests are used in this study's data analysis approach, which makes use of the SPSS V25 analytic tool. According to the research's findings, trust and electronic word-of-mouth have a role in what customers decide to buy on Shopee at the Mahapena Adventure Store. At the Mahapena Adventure Store on Shopee, customers' choices to buy are influenced significantly by both electronic word-of-mouth and trust. This study concludes that, in order to prevent a decline in consumer purchasing decisions, Mahapena Adventure Store needs to be more mindful of consumer trust factors in the products sold on Shopee and, in the case of electronic word-of-mouth, more cautious and watchful of consumers when they purchase products on Shopee.
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