PENGARUH E-WOM, CITRA MEREK, DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN DI SHOPEE (SURVEI PADA MAHASISWA KONSUMEN PRODUK FASHION DI UNIVERSITAS MUHAMMADIYAH PONOROGO)

The era of globalization is marked by the rapid development of information technology. One of its developments in the digital marketing system is the emergence of various e-commerce platforms. Shopee is an application or platform that runs in terms of online buying and selling that can be used easily via smartphone. The convenience provided by e-commerce attracts consumers in shopping for fashion products. This study aims to determine the influence of E-WOM, brand image, and trust on purchasing decisions in student consumers of fashion products at the Muhammadiyah University of Ponorogo. This study is quantitative with a sample of 116 respondents, using probability sampling and purposive sampling as sampling techniques. The data analysis methods used are validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression test, coefficient of determination test, t test and f test. The data was processed using SPSS version 29. The results of this study are: 1) E-WOM has a positive and significant effect on Purchasing Decisions, 2) Brand Image has a positive and significant effect on Purchasing Decisions, 3) Trust has a positive and significant effect on Purchasing Decisions, 4) E-WOM, Brand Image, and Trust simultaneously have a positive and significant effect on Purchasing Decisions at Shopee on student consumers of fashion products at the Muhammadiyah University of Ponorogo.
Keywords: E-WOM, Brand Image, Trust, and Purchasing Decisions