Setiawan, Jessie (2025) Pengaruh Security, Electronic Word Of Mouth, Online Experience, Quality Information, & Brand Reputation Pada Platform Shopee Terhadap Brand Trust Produk Esqa Cosmetics. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the influence of security, electronic word of mouth (e-WOM), online experience, quality information, and brand reputation on brand trust in ESQA Cosmetics products on the Shopee platform. The research is driven by the increasing importance of consumer trust in online transactions, particularly in the cosmetics industry, which is highly influenced by information quality and brand reputation. This study uses a quantitative approach with a survey method involving 100 respondents who are users and consumers of ESQA Cosmetics in Surabaya. Data analysis was conducted using multiple linear regression. The coefficient of determination (R²) test shows a value of 0.748, indicating that 74.8% of the variation in brand trust can be explained by the five independent variables, while the remaining 25.2% is influenced by other factors outside the model. The simultaneous test (F-test) obtained an F-value of 56.392 with a significance level of 0.000 < 0.05, demonstrating that security, E-WOM, online experience, quality information, and brand reputation collectively have a significant effect on brand trust. Partially, the variables security (sig. 0.856), E�WOM (sig. 0.538), and online experience (sig. 0.227) do not significantly affect brand trust. In contrast, quality information (t-value 4.726; sig. < 0.001) and brand reputation (t-value 3.936; sig. < 0.001) show a positive and significant effect. These findings highlight the importance of information quality and brand reputation in building consumer trust in cosmetic products on e-commerce platforms. The coefficient of determination (R²) test shows a value of 0.748, indicating that 74.8% of the variation in brand trust can be explained by the five independent variables, while the remaining 25.2% is influenced by other factors outside the model. The simultaneous test (F-test) obtained an F-value of 56.392 with a significance level of 0.000 < 0.05, demonstrating that security, E-WOM, online experience, quality information, and brand reputation collectively have a significant effect on brand trust. Partially, the variables security (sig. 0.856), E�WOM (sig. 0.538), and online experience (sig. 0.227) do not significantly affect brand trust. In contrast, quality information (t-value 4.726; sig. < 0.001) and brand reputation (t-value 3.936; sig. < 0.001) show a positive and significant effect. These findings highlight the importance of information quality and brand reputation in building consumer trust in cosmetic products on e-commerce platforms
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Jessie Aprillia Setiawan | ||||||||
| Date Deposited: | 16 Sep 2025 03:32 | ||||||||
| Last Modified: | 16 Sep 2025 03:32 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/43666 |
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