%0 Thesis
%9 Undergraduate
%A Cendekia, Audrey Harum
%B KODEPRODI61201#Manajemen
%D 2026
%F upnrepo:55512
%I UPN Veteran Jawa Timur
%P 97
%T PENGARUH ELECTRONIC WORD OF MOUTH DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN PRODUK LIP GLAZE SOMETHINC X ONE PIECE EDITION PADA KONSUMEN SOMETHINC
%U https://repository.upnjatim.ac.id/55512/
%X This study aims to analyze the influence of Electronic Word of Mouth and Brand Trust on Somethinc consumers’ purchase decisions regarding the Somethinc X One Piece Edition Lip Glaze. Increasingly fierce competition in the cosmetics industry is prompting consumers to consider reviews on digital platforms and brand trust before purchasing products. The Somethinc X One Piece Lip Glaze, as a limited-edition product, has successfully attracted consumer attention; however, there are still a variety of reviews that influence purchasing decisions.     This study employed a quantitative approach with a sample size of 100 respondents. Data collection was conducted by distributing questionnaires to Somethinc consumers. The sample was selected using purposive sampling and analyzed using the Partial Least Squares (PLS) technique.   The results of the study indicate that Electronic Word of Mouth and Brand Trust have a positive and significant influence on the purchase decision for the Somethinc X One Piece Edition Lip Glaze among Somethinc consumers. These findings suggest that the more positive the reviews or information about a product circulating online, the more likely consumers are to make a purchase. Furthermore, the higher the level of consumer trust in a brand, the more likely consumers are to purchase that product.      Keywords: Brand Trust; Electronic Word of Mouth; Purchase Decision; Somethinc x One Piece Lip Glaze Product; Somethinc Consumers