Building Brand Loyalty Through Consumer Engagement and Brand Trust on Skincare Product

Kirana, Erghana Kanza; Wahyudi, Lilik

doi:10.37500/ijessr.2021.4122

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2023

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“…To find out the influence of Electronic Word of Mouth (E_WOM) toward Online Purchase Decisions 3. To find out the influence of Brand Trust toward Online Purchase Decisions Previous Research Kirana and Wahyudi (2021) examined the effect of consumer engagement, brand trust, and brand love on brand loyalty. This study also analyzed the indirect impact of consumer engagement and consumer trust on brand loyalty through brand love.…”

Section: Research Objectivesmentioning

confidence: 99%

The Influence of Electronic Word of Mouth (E-Wom) and Brand Trust on Online Purchase Decisions of Skincare Products in Lazada

Mamoto,

Gunawan

2023

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This study aims to know the influence of electronic word of mouth (E-WOM) and brand trust on online purchase decision of skincare products in Lazada. The research sample is 100 respondents. The data collected by questionnaire and distributed online. The sampling method used in this study is a purposive sampling. The data analysis method in this study is multiple linear regression and using SPSS as a data processing tool. The result shows that electronic word of mouth partially has a positive and significant influence on online purchase decisision. Brand trust partially has a positive and significant influence on online purchase decision. Electronic word of mouth and brand trust simultaneously have a positif and significant influence on online purchase decision. Keyword: electronic word of mouth, brand trust and online purchase decision

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Section: Research Objectivesmentioning

confidence: 99%

The Influence of Electronic Word of Mouth (E-Wom) and Brand Trust on Online Purchase Decisions of Skincare Products in Lazada

Mamoto,

Gunawan

2023

View full text Add to dashboard Cite

show abstract

Building Brand Loyalty Through Consumer Engagement and Brand Trust on Skincare Product

Cited by 1 publication

References 7 publications

The Influence of Electronic Word of Mouth (E-Wom) and Brand Trust on Online Purchase Decisions of Skincare Products in Lazada

The Influence of Electronic Word of Mouth (E-Wom) and Brand Trust on Online Purchase Decisions of Skincare Products in Lazada

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