The Mediating Role of Brand Trust in the Influence of E-WOM and Product Quality on Purchase Decisions for Natural Cosmetics in Bali

Ni Luh Gede Nita Sintiadewi; I Made  Sara; Ni Wayan  Sitiari

doi:10.55927/eajmr.v3i9.11374

Authors

Ni Luh Gede Nita Sintiadewi Magister Manajemen Program Pascasarjana Universitas Warmadewa
I Made Sara Magister Manajemen Program Pascasarjana Universitas Warmadewa
Ni Wayan Sitiari Magister Manajemen Program Pascasarjana Universitas Warmadewa

DOI:

https://doi.org/10.55927/eajmr.v3i9.11374

Keywords:

Natural Cosmetics, Electronic Word of Mouth, Product Quality, Brand Trust, Purchasing Decisions

Abstract

The rapid growth of the business world in the era of globalization also impacted the cosmetics industry. Consumers became more critical and selective in their purchase decisions, which were influenced by factors like electronic word of mouth (e-WOM), product quality, and brand trust. This study analyzed the impact of e-WOM and product quality on purchase decisions, with brand trust as an intervening variable. Using a quantitative method with a questionnaire, data were collected from 105 respondents in Bali. The results showed that e-WOM and product quality both had positive and significant effects on purchase decisions and brand trust. Brand trust partially explained the influence of e-WOM and product quality on purchase decisions. Future studies may explore additional factors and include more respondents for greater accuracy.

References

Ajzen, I. 1991. The Theory Of Pldanned Behavior. Organizational Behavior and Human Decision Processes.50(2). pp.179–211.

Aminudin, M.,F., Sa’diyah., Prihastuti., P. dan Kurniasari.,L. 2019. Formulasi Sabun Mandi Padat Dengan Penambahan Ekstrak Kulit Manggis.Jurnal Inovasi Teknik Kimia. Vol. 4, No.2. pp. 49-52.

Angel, Vivian., Natadirja, M., and Bernarto, I.2021. Effect of eWOM, Ease of Use, Trust on Purchase Decision (Case Study on Blibli.com). Jurnal Manajemen (Edisi Elektronik). Issue 3.Vol 12. pp.446-460.

Amanda, I., Fitri, M.A.2022. Pengaruh Brand Trust Dan Elektronik Word Of Mouth Terhadap Keputusan Pembelian Duo Sister Hijab. Jurnal Manajemen Modal Insani Dan Bisnis (Jmmib). Vol 3. No 2 . pp. 177-185.

Anwar,K., Nugroho, A dan Wianto,T.2022. Penerapan Smart Drying and Mixing Technology untuk Peningkatan Mutu dan Nilai Jual Kosmetika Tradisional Banjar Di Martapura. Jurnal Pengabdian Inovasi Lahan Basah Unggul. Vol. 2. No. 1. pp. 20-26.

Agustina, D.E., and Mahendri,W.2023. Pengaruh User Generated Content Dan Electronic Word of Mouth Terhadap Brand Trust Produk Kosmetik Hanasui Pada Aplikasi Tiktok. Jurnal Bisnis Mahasiswa. Vol. 3. No.4.pp.372-380.

Anggraini, Afrida Riska., and Hadi,M. 2023. Pengaruh Electronic Word Of Mouth Dan Kualitas Produk Terhadap Keputusan Pembelian. Jurnal Aplikasi Bisnis. Vol 9.No 1.pp.2407-5523.

Anjaswati, D.P., and Istiyanto, B.2023. Pengaruh Brand Trust, E-wom, dan Gaya Hidup Terhadap Keputusan Pembelian Melalui Aplikasi Shopee di Solo Raya. Jurnal Riset Ekonomi Dan Akuntansi. Vol 1. No 2.pp. 51-63.

Badan Pom. 2023. Temuan obat tradisional dan suplemen kesehatan mengandng BKO serta kosmetik mengandung bahan dilarang/berbahaya tahun 2023. (online), diunduh tanggal 10 Desember 2023.

(https://www.pom.go.id/siaran-pers/temuan-obat-tradisional-dan-suplemen-kesehatan-mengandung-bko-serta-kosmetik-mengandung-bahan-dilarang-berbahaya-tahun-2023-2).

Bukhari.F., Hussain.S., Ahmed.R.R., Mubasher.K.A., Naseem.M.R., Rizwanullah.M., Nasir.F., and Ahmed.F.2023. Consumers’ purchase decision in the context of western imported food products: Empirical evidence from Pakistan.Journal Heliyon.

Charvia,K., Erdiansyah,R. 2020. Pengaruh Electronic Word of Mouth dan Brand Experience terhadap Brand Trust (Studi terhadap pengguna OVO di Jakarta).Jurnal Prologia. Vol. 4.No. 2.pp. 237 – 244.

Dewi,N.S., and Sudiksa, I.B. 2019. Peran Kepercayaan Merek Memediasi Electronic Word Of Mouth Terhadap Keputusan Pembelian. E-Jurnal Manajemen. Vol 8. No 6. pp. 3784-3813.

Diputra, I.G.N.A.W.M. and Yasa, N.N.K.2021. The Influence Of Product Quality, Brand Image, Brand Trust On Customer Satisfaction And Loyalty. American International Journal of Business Management (AIJBM). Issue 01.Vol.4.pp. 25-34.

Damayanti, Febri., Saputra, M.H., and Rahmawati, F. 2023. Impact of Brand Image and Product Quality in Improving Purchase Decisions Through Consumer Trust in Product Users of PT. Unilever Indonesia. Jurnal of Applied Business and Banking (JABB). Vol 4. No 1.pp.23-36.

Dewi, Friska Shintya. and Hasanah,Y.N.2023. Pengaruh Electronic Word Of Mouth (E-Wom), Brand Image Dan Brand Trust Terhadap Keputusan Pembelian Bedak Wardah Di Indonesia. Jurnal Ekonomi Efektif, Vol 5. No 3.pp.395-405.

Eneizan,B., Alsaad.A., Alkhawaldeh., Rawash.H.N., and Enaizan.O.2020. E-Wom, Trust, Usefulness, Ease Of Use, And Online Shopping Via Websites: The Moderating Role Of Online Shopping Experience. Journal of Theoretical and Applied Information Technology. Vol.98. No 13.pp.2554-2565.

Febyana,S.D., Mulyono, L.E.H., and Dakwah, M.M. 2023. Pengaruh Electronic Word of Mouth, Kualitas Produk Dan Product Knowledge Terhadap Keputusan Pembelian Produk Kosmetik BLP Beauty (Studi Pada Mahasiswi Di Kota Mataram). Jurnal Sosial Ekonomi dan Humaniora. Vol 9. No 1.pp. 68-73.

Gunawan,D., and Pertiwi,A.D. 2022. Pengaruh Label Halal, Electronic Word Of Mouth Dan Kualitas Produk Terhadap Keputusan Pembelian Skincare Safi Melalui Brand Image Dan Brand Trust. Jurnal Ilmiah Ekonomi Islam. 8 (01).pp. 815-824.

Hair, J.F., Black.W.C, Babin, B.J., and Anderson.R.E.2010.Multivariate Data Analysis.7th. ed.Person Prentice Hall.New Jersey.

Handayani, F.F., Purnama, S.2023. The Influence of Product Quality and Electronic Word of Mouth on Purchasing Decisions at Dessert Box Bittersweet by Najla. Formosa Journal of Sustainable Research (FJSR). Vol 2. No 4. pp. 871-886.

Hasanah, Aninda Nurul and Nasution, O.B. 2023. The Effect of Electronic Word Of Mouth, Viral Marketing, Halal Certification, and Brand Image on Purchase Decisions of Mixue Ice Cream and Tea. Indonesian Journal of Applied and Industrial Sciences (ESA). Vol 2. No 4. pp. 425 – 438.

Islamiati,S.A.N., Darpito, S.H., and Utomo,H. 2023. Pengaruh Gaya Hidup, Harga, Kualitas Produk dan Electronic Word of Mouth Terhadap Keputusan Pembelian. Jurnal Ilmiah Manajemen Kesatuan. Vol 11. No 1.pp. 41-52.

Kotller, Philip., and Gary, Amstrong. 2008. Prinsip-Prinsip Pemasaran.Edisi 12 Jilid 2.Jakarta : Erlangga.

Kotler, Philip., and Keller., K. L.2016. Marketing Mangement. In Pearson Edition Limited.

Kotler, Philip., and Gary Armstrong. 2021. Principles of Marketing. Eighteenth Edition Global Edition. United Kingdom : Pearson Education Limited.

Kanya, N., and Adilla, F.2022. The Influence Of Beauty Vloggers And Product Quality On Purchase Decision. Almana : Jurnal Manajemen dan Bisnis. Vol 6. No 1.pp. 197-208.

Kuant, Michelle., Erdiansyah, Rezi.2022. Pengaruh Electronic Word of Mouth (E-WoM) dan Brand trust terhadap Keputusan Pembelian Konsumen Modelano. Jurnal Fakultas Ilmu Komunikasi, Universitas Tarumanagara. Vol 1.No 3. pp. 526-535.

Laksana, F. 2008. Manajemen Pemasaran : Pendekatan Praktis. Edisi Pertama. Yogyakarta : Graha Ilmu.

Latan, H., and Ghozali, I.2012. Partial Least Square, Konsep Aplikasi Path Modelling XLSTAT. Semarang: Badan Penerbit Universitas Diponegoro.

Lailiyah, N.I. 2020. Pengaruh Kualitas Produk, Layanan Dan Citra Merek Terhadap Keputusan Pembelian Dengan Kepercayaan Merek Sebagai Variabel Mediasi (Studi Pada Konsumen Fast Food Mcdonald’s Di Kota Malang). Tesis. Program Studi Magister Manajemen Universitas Muhammadiyah Malang.

Manulang, M. 2015. Dasar-Dasar Manajemen. Cetakan Pertama. Yogyakarta: Gadjah Mada University Press.

Marcheliano, Y.D., and Wijaksana,T.I. 2019. Pengaruh Kualitas Produk Terhadap Brand Trust Sepatu Sandal Crocs Original (Studi Pada Pengguna Sepatu Sandal Crocs Original di Wilayah Bandung ). e-Proceeding of Management. Vol 6. No 1.pp.1205-1212.

Mirza, M. Djumarno,. and Permana, D.2021. The Effect Of Website Qualityand Electronic Word Of Mouth On Trust To Encourage Product Purchase Decision Through Berry Benka (Case Study: Berry Benka Consumer).Dinasti International Journal Of Digital Business Management. Issue 3.Vol 2.pp.450-459.

Murargo, Y. P. N. 2021. Potensi Kosmetik Natural Indonesia.Issue 3.pp.1-34.

Marwida, I.W.A., Wijaya, P.Y., and Sugianingrat, I.A.P.W.2023. Brand Image Mediates Product Quality and Electronic Word of Mouth Towards Purchase Decision. Jurnal Ekonomi dan Bisnis Jagaditha. Vol 10. No 2. pp. 117-124.

Noviandini,N.P.T., and Yasa, N.N.K. 2021. Peran Brand Trust Memediasi Pengaruh Electronic Word Of Mouth Terhadap Keputusan Pembelian. E-Jurnal Manajemen. Vol. 10. No. 11.pp. 1201-1220.

Nur, Desy S, and Octavia,A.2022. Pengaruh Electronic Word Of Mouth Terhadap Keputusan Pembelian Dengan Kepercayaan Konsumen Sebagai Mediasi Pada Marketplace Shopee Di Kota Jambi. Jurnal ManajemenTerapan dan Keuangan (Mankeu). Vol 11. No 02.pp.387-399.

Nurhasanah, Mahliza,F., Nugroho, L., and Putra,Y.M.2020. The Effect of E-WOM, Brand Trust, and Brand Ambassador on Purchase Decisions at Tokopedia Online Shopping Site. International Conference on Advanced Science and Technology.pp. 1-7.

Nyagadza,B., Mazuruse.G., Simango.K., Chikazhe.L., Tsokota.T. and Macheka.L.2023. Examining the influence of social media eWOM on consumers’ purchase intentions of commercialised indigenous fruits (IFs) products in FMCGs retailers. Sustainable Technology and Entrepreneurship.pp.1-15.

Oktaviani, Alifda Dizzania. Riyanto,D.W.E., and Fuadiputra.I.R.2022. The Effect of Electronic Word of Mouth, Brand Image, and Brand Trust on Consumer Purchase Decision on Camille Organic Beauty Face Mask. Jurnal Manajemen Bisnis dan Kewirausahaan.Vol 02.No.03.pp.245-253.

Puspitaningtyas, Y.A., and Saino.2019. Pengaruh Kualitas Produk, Electronic Word of Mouth (E-WOM), dan Lokasi terhadap Keputusan Pembelian Ayam Panggang Bu Setu di Gandu Magetan. NOBIS: Jurnal Inovasi Bisnis dan Manajemen Indonesia. Vol 02. No 04.pp.545-558.

Putri,L.T., Syukri,Y., and Werdyani,S. 2021. Aplikasi Gold Nanopartikel dengan Bahan Alam sebagai Kosmetik Pemutih Wajah. Jurnal Sains Farmasi & Klinis. 8(2).pp. 116–127.

Pitaloka, L.K., and Widiatam, A.K.2022. Climate Change Issue and Consumer Behavior in Purchasing Beauty Product. IOP Publishing Ltd.pp.1-10.

Rihayana,I.G., Salain,P.P.P, Rismawan, P.A.E., and Antari, N.K.M.2021. The Influence Of Brand Image, And Product Quality On Purchase Decision. International Journal of Business Management and Economic Review. Vol 4. No 06. pp. 342-350.

Rufaida, Tawisku Galuh.2021. Pengaruh Ewom, Brand Image Dan Brand Trust Terhadap Keputusan Pembelian Vod Netflix. Jurnal Ilmiah Indonesia. Vol 6. No 11.pp.5911-5927.

Subramanian, K. R.., 2018. Social media and the word of mouth publicity. International Research Journal of Advanced Engineering and Science, Vol.3.Issue.2.pp. 95–100.

Setyawan,O., Yeni., and Okalesa.2020. Influence Of Product Quality, Brand Image And Trust On The Body Shop Product Purchase Decisions At Ciputra Seraya Pekanbaru. Jurnal Akuntansi, Kewirausahaan dan Bisnis. Vol 5. No 1.pp.12-23.

Saraswati.A.G., and Giantari, I.G.A.K.2021. Brand Image Mediation Of Product Quality And Electronic Word Of Mouth On Purchase Decision. International Research Journal of Management, IT & Social Sciences. Vol 9. No 1.Pp. 97-109.

Suharyanto., and Rahman,N.R.2022. The Effect Of Electronic Word Of Mouth And Social Media Marketing On The Purchase Decision Of Billionaire's Project Products Through Product Quality. International Journal of Economics, Business and Accounting Research (IJEBAR). Issue 1. Vol 6.pp.446-479.

Saputra, Asep. 2022. Predicting Consumer Purchasing Decision from Product Quality and Promotion through Brand Image. Journal of Business and Management Review.Vol 3. No. 9.pp.581-600.

Sumarwan, U. 2022. Perilaku Konsumen : Teori dan Penerapannyadalam Pemasaran. Bogor : Ghalia Indonesia.

Sudirman, H.A., Sartika, D., Anindita, M. and Anshari, R. 2023. The role of brand experience and E-Wom on purchase decisions. International Journal Of Research In Business And Social Science.Vol 12. No 4.pp. 572-577

Silaban, P.H., Chen, W.K., Sormin, S., Panjaitan, Y.N.B.P., and Silalahi, A.D.K.2023. How Does Electronic Word Of Mouth On Instagram Affect Travel Behaviour In Indonesia: A Perspective Of The Information Adoption Model. Cogent Social Sciences. 9.1.pp.1-17.

Sofian, M.F.A.G. 2023. Kesadaran Merek, Promosi Dan Kualitas Produk Pengaruhnya Terhadap Kepercayaan Pelanggan Produk Flavorich Dillco Group.Jurnal Bisnis Manajemen dan Ekonomi. Vol 21. No 1. Pp.855-864.

Sualang,G.M.C., Mandey, S.L., and Ogi,I.W.J. 2023. Pengaruh Electronic Word Of Mouth (E-Wom), Harga, Dan Kualitas Produk Terhadap Keputusan Pembelian Pada Pt. Mandala Finance Tbk, Cabang Ratahan. Jurnal EMBA. Vol 11. No 2. pp. 335-344.

Sepfiani, P., Nst, L.M.I., and Harahap, M.I. 2023. Impact Of Electronic Word Of Mouth, Product Quality, And Brand Image On Purchasing Decisions In The Skincare Industry. Journal of Enterprise and Development (JED). Issue 1.Vol 5.pp. 318-338.

Tjiptono, F. and Diana,P.D.A. 2020. Pemasaran.Edisi I. Yogyakarta : CV.Andi Offset.

Widiastiti, N.M.G., Yasa, N.N.K., and Rahanata, G.B.2020. The Role of Brand Image In Mediating The Relationship of Product Quality And Price Fairness With Purchase Decision (A Case Study of the IPhone Product in Denpasar City). International Journal of Economics and Management Studies (SSRG-IJEMS).Vol 7. Issue 4.pp. 199-207.

Yulindasari, E.R., dan Fikriyah, K. 2022. Pengaruh e-WoM (Electronic Word of Mouth) terhadap Keputusan Pembelian Kosmetik Halal di Shopee. Journal of Islamic Economics and Finance Studies.Vol 3.No.1.pp.55-69