Abstract
This study aims to analyze the factors that influence purchasing decisions for Scarlett Whitening products in Shopee e-commerce, where the factors for making product purchasing decisions are Electronic Word Of Mouth, Price, and Trust.The data type is primary data, obtained from distributing questionnaires to consumers who have purchased Scarlett Whitening products in Shopee e-commerce, using non-probability purposive sampling so that the total sample is 155 respondents. This study uses the Causal Associative Analysis method with a qualitative approach and data analysis techniques using the Structural Equation Modeling (SEM) AMOS version 26.0 program.The results showed that electronic word of mouth has a significant effect on trust, price has a significant effect on trust, trust has no significant effect on purchasing decisions, electronic word of mouth has a significant effect on purchasing decisions, and price has a significant effect on purchasing decisions.
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