THE INFLUENCE OF E-WOM (ELECTRONIC WORD OF MOUTH) ON CONSUMER PURCHASE DECISIONS ON SKINTIFIC PRODUCTS

Abstract

The cosmetic industry has become an important part of everyday life, especially for teenagers who are going through the transition to adulthood. In addition to functioning to improve appearance, cosmetic brands such as Emina, Eska, and Skintific also act as symbols of lifestyle, identity, and a means of self-expression. This study aims to examine the effect of social media access, user reviews, and content quality on purchasing decisions for Skintific products. The population of this study was all students of the Faculty of Psychology, Universitas Prima Indonesia, class of 2021- 2023 who use Skintific products and actively use social media for online shopping, although the exact number is unknown. Therefore, the sampling technique used the Lemeshow formula with a sample size of 96 respondents. The results of the study showed that there was a positive and significant partial effect between social media access on purchasing decisions, as well as a positive and significant effect of user reviews on purchasing decisions. Content quality also had a positive and significant partial effect on purchasing decisions. Overall, social media access, user reviews, and content quality had a positive and significant effect on purchasing decisions.