Aura Ashfahani, Vici Syahril Chairani

Pengaruh Electronic Word of Mouth terhadap Keputusan Pembelian Sunscreen Wardah di Shopee pada Mahasiswi Program Studi Tata Rias dan Kecantikan FPP UNP

Introduction

Pengaruh electronic word of mouth terhadap keputusan pembelian sunscreen wardah di shopee pada mahasiswi program studi tata rias dan kecantikan fpp unp. Pengaruh e-WOM terhadap keputusan pembelian sunscreen Wardah di Shopee oleh mahasiswi Tata Rias FPP UNP. Studi ini menyoroti pentingnya kredibilitas ulasan online.

Abstract

Although online reviews, ratings, and comments are increasingly used as sources of information when purchasing beauty products, the role of electronic word of mouth (e-WOM) in shaping Wardah sunscreen purchase decisions through Shopee still requires further investigation. This study aimed to analyze the effect of e-WOM on Wardah sunscreen purchase decisions among female students in the Cosmetology and Beauty Study Program at FPP UNP. The study employed a quantitative approach with a descriptive-explanatory design. Data were collected through questionnaires administered to female students who met the sampling criteria and were analyzed quantitatively. The results showed that e-WOM, particularly source credibility, review quantity, review valence, and argument quality, was associated with improved purchase decisions. Respondents also tended to use product reviews as references before making purchases. These findings confirm that e-WOM plays an important role in shaping consumer purchase decisions in marketplaces. In practical terms, sellers need to maintain product quality and encourage the development of credible positive reviews, while consumers need to be more selective in evaluating online information before making purchase decisions.

Review

This study provides a timely and relevant investigation into the influence of electronic word of mouth (e-WOM) on consumer purchase decisions, specifically focusing on Wardah sunscreen bought via Shopee by female cosmetology students. The paper effectively addresses a contemporary gap in understanding how online reviews, ratings, and comments translate into purchasing behavior within the beauty product market. Utilizing a quantitative, descriptive-explanatory approach, the research identifies key dimensions of e-WOM—source credibility, review quantity, review valence, and argument quality—as significant factors associated with improved purchase decisions. The findings confirm the critical role of e-WOM in marketplace consumer behavior, underscoring its practical implications for both sellers and consumers. A significant strength of this research lies in its specific focus, which allows for deep insights into a particular demographic and product category. By targeting female cosmetology students, the study taps into a potentially highly informed and influential consumer group regarding beauty products, making the identified e-WOM dimensions particularly salient. The clear articulation of practical implications for sellers, such as maintaining product quality and fostering credible positive reviews, alongside advice for consumers to be more selective, adds considerable value. This practical guidance, stemming directly from the empirical findings, demonstrates the study's ability to bridge theoretical understanding with actionable strategies in the dynamic e-commerce landscape. While providing valuable contributions, the generalizability of the findings might be limited due to the highly specific sample (female cosmetology students at one university). Future research could expand the study's scope to include a broader demographic or different types of beauty products to assess the consistency of these e-WOM effects. Additionally, the abstract, while outlining the methodology, could benefit from more detail regarding the specific statistical analyses employed, which would enhance the reader's understanding of the rigor applied. Further investigation into the interplay of e-WOM with other marketing efforts (e.g., influencer marketing, pricing strategies) could also provide a more holistic view of purchase decision-making in the online beauty market.

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