FACTOR ANALYSIS OF GENERATION Z'S SKINCARE PURCHASING DECISIONS

Abstrak

The development of e-commerce has significantly transformed consumer behavior, particularly in purchasing skincare products through digital marketplaces. This study aims to determine the effect of Consumer Trust and Electronic Word of Mouth (E-WOM) on the Purchase Decision of Skintific Symwhite 377 Dark Spot Eraser Serum among Generation Z on Shopee. This research employs a descriptive and verification method with a quantitative approach. The sample consists of 100 respondents selected using a non-probability sampling technique, specifically purposive sampling. Data were collected through questionnaires and analyzed using path analysis with SPSS software. The results show that Consumer Trust has a positive but non-significant effect on Purchase Decisions, whereas E-WOM has a positive and significant effect on Purchase Decisions. In conclusion, Consumer Trust and E-WOM simultaneously exert a significant influence on Purchase Decisions, contributing a total of 54.4% to the variance.