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The
Effect of Electronic Word of Mouth Using Analysis of Review Valence on Brand
Trust as a Purchasing Decision Lucienne Beauty Hamidah
Alya Yumna 1, Syarifah Hudayah 2,
Herning Indriastuti 3 Mulawarman University, Samarinda,
Indonesia E-mail: [email protected],
[email protected], [email protected] Corresponding Author: Hamidah Alya
Yumna, [email protected] |
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Abstract |
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Electronic Word
of Mouth, Review Valence, Brand Trust, Purchasing decision |
The influence of electrinic word of mouth in today's digital age has a
great impact on a person's consumptive nature. Therefore, the role of
electronic word of mouth is very important in a person's decision to buy a
product. The purpose of this study is to find out the influence of Electronic
Word of Mouth based on valence reviews to create brand trust as an
intervening variable that will have an impact on the purchase decision of the
Lucienne Beauty brand. This research was conducted using data taken using 110
qualitative data from Lucienne Beauty customer respondents. The analysis tool
used is SmartPLS 4.0. Data analysis is carried out
by assessing the outer model or measurement model and the inner model or
structural model. The results showed that the electronic word of mouth from
the valence review partially had a significant positive effect on brand
trust, and the electronic word of mouth had a significant positive effect on
the purchase decision of Lucienne Beauty products through the brand trust
variable as the intervening variable.
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1�� Introduction
Brand competition
in sales through social commerce in today's online sales market is very tight,
the market requires business actors to continue to maintain consumer trust. In
beauty brands, the competition is very tight, especially the number of Chinese
products that enter Indonesia at relatively cheaper prices than local products.
Most consumers who use beauty products will definitely have the best product to
use, before buying a product they will see reviews in an online store or on
social media. The reviews themselves are divided into good reviews and bad
reviews. Surely in all online sales applications provide a means for buyers to
provide reviews, these reviews will influence the next buyer to continue buying
the product or discourage their intentions. Brand trust is something that will
affect the extent to which a child decides to buy a product. Brand trust as a
benchmark for a person to make a buying decision is very influential on the
review valence, namely good reviews and bad reviews in a social commerce sales
storefront.
This phenomenon must be faced by beauty
brand business actors and other online sellers and make it a challenge to
continue to innovate to create good and quality products to avoid bad reviews,
which can have an impact on product sales and become a means to win the hearts
of consumers so that they decide to buy our products. Product purchase
decisions are influenced by one of them because of electronic word of mouth
(E-WOM). Electronic word of mouth is widely one of the influential factors in
influencing consumer behavior. The form of communication in an interaction is
very important with the emergence of social media platforms and social commerce
which make it one of the most influential sources of creating trust in a brand.
The Lucienne Beauty brand builds
communication and interaction through social media with the hope that consumers
will be able to get to know Lucienne products and attract a wide range of
consumers. Sales of the Lucienne brand are almost entirely through social media
such as shoppe, tiktok, and tokopedia.
Promotions and endorsements are also carried out by the Lucienne brand through
various social media platforms. Endorsements or influencer reviews also
directly affect electronic word of mouth more broadly, but consumers will still
consider the reviews given to consumers indirectly, this is what has the most
impact on a person's decision to buy a product or not. In addition to
endorsements, brand influencers lucienne also builds
brand trust, which is one of the factors in consumer loyalty. Brand trust is a
consumer perception that is formed after weighing and assessing the suitability
of the establishment of a business unit or business brand. This brand trust can
have an impact on the rise or fall of a product's sales.
Based on the description that has been
described above, the researcher is interested in conducting this research by
looking at the influence of electronic word of mouth, review valence, brand
trust, and product purchase decisions.�
2��� Materials and Methods
Electronic
Word of Mouth
Electronic word
of mouth or abbreviated as eWOM is a new
communication phenomenon that develops in tandem with advances in information and digital technology.
Electronic word of mouth has a significant influence on consumer behavior,
especially in the context of online purchases. The interpersonal relationships
formed through eWOM can shape consumer perception and
trust in a particular brand, ultimately influencing consumer purchasing
decisions. Therefore, it is very important to emphasize review management and
feedback for products to strengthen consumer trust and loyalty (Chen et al,
2023).
Review
Valence
A review valence is a review of
the positive or negative of a service or product. Consumers will be more likely
to buy products associated with positive emotions than products with neutral or
negative associations.� In digital
marketing, content that has a positive valence is more effective in increasing
audience engagement and conversions than neutral or negative content. These
results confirm the importance of valuing and managing valence in digital
marketing strategies. Review valence is a key component in user experience
design. They found that user interfaces that mediate positive valence tend to
increase user satisfaction and loyalty to digital products. With this, it can
be concluded that valence plays an important role in various contexts, from organizational
behavior, consumer decisions, to user experience design.
Brand Trust
Brand trust is one of the
important factors that affect consumer loyalty. This brand trust is formed
based on consumers' perception of a brand's capacity and capabilities in
meeting their expectations. Brand trust is built through a positive consumer experience with a product or service, as well as through consistent
and transparent communication from the brand. The study emphasizes that the
continuous interaction between consumers and brands can shape and reinforce
trust which results in long-term loyalty Consistent products in terms of
quality and performance can effectively increase trust in brands and, in turn,
increase consumer loyalty. In the digital era, the presence of a strong online
store and reputation management on social media is able to strengthen brand
trust, this is influenced by strategic digital activities and responsiveness to
consumer feedback (Oliveira and Sullivan, 2022).
As a business actor, it is certainly very important to
increase brand trust in various ways. To increase brand trust, it can be done by increasing
credibility through the quality of the manufacturer or distributor. Then
increase information, communication, and promotion regarding products that are
of better quality than other competitors. Other indicators such as kindness and
integrity also need to be informed, communicated, or promoted, as they are both
important (Dhanny et al, 2021).
Electronic
Word of Mouth and Review valence Relationship
Electronic Word of Mouth (eWOM) is an informal communication carried out by consumers
through digital platforms regarding the characteristics of the
goods or services they consume. One of the important variables in this study is
review valence, which is whether consumer reviews are positive, negative, or
neutral. The valence of reviews can play an important role in determining a
consumer's purchasing decision. Here are some studies that are relevant to
these findings.
1.
Effect of eWOM on Purchase DecisionsReview
valence influences consumer purchase intent by considering moderation variables
such as trust in review sources and product engagement. The study found that
positive reviews have a more significant impact on increasing purchase intent
compared to negative reviews, especially when they come from sources trusted by
consumers. In addition, product engagement also affects the effect of review
valence, where higher engagement amplifies the impact of positive reviews2.
Dynamics of Review Valence and Consumer ConsistencyReview
consistency plays an important role in shaping consumer trust. Reviews with
consistent valence (both positive and negative) tend to be more trusted by
consumers and influence their purchasing decisions more than mixed reviews 3.
Revision of Perceptions Through Negative ReviewsNegative
reviews can cause consumers to reevaluate their perception of the brand, often
damaging the brand's image even if they have had a positive outlook before. The
study also emphasizes that the impact of negative reviews is stronger on
consumers who are less loyal than consumers who are already loyal to the
brand4. Social media and eWOMP ImpactDifferent
social media latforms can affect the effectiveness of
eWOM. The findings suggest that the characteristics
of each platform (such as interactivity, visibility, and interaction structure)
may mediate the impact of review valence. For example, reviews on highly
interactive platforms like Instagram tend to be more influential compared to
reviews on more passive platforms like traditional blogs, as users can see
direct interactions and responses from brands and other users 5. Cultural Influence
on eWOMBWorth collectivist power, eWOM
reviews from known people (e.g., friends and family) are more influential than
reviews from anonymous sources. In contrast, in an individualist culture,
reviews from anonymous sources can be just as effective as reviews from known
people, provided they are considered credible
Conceptual
Framework
The conceptual framework in this study is as
follows:
Figure 1. Conceptual Framework
Based on the above model, so this
research uses the Smart-PLS 4.0 analysis tool with the following research
hypotheses:
H1 :
Electronic word of mouth has a significant positive effect on review valence
H2: Review valence has a
significant positive effect on brand trust
H3: Electronic word of mouth
has a significant positive effect on brand trust
H4: Brand Trust has a
significant positive effect on purchasing decision
Variables and Indicators
This study is using 4 variables with
12 indicators. The classification of research variables and indicators is shown
in table 1 as follows
Table 1. Variables and indicators
|
No |
Name Variables� |
Variables
classitication |
Dimension/
Indicator |
Code
|
Number
item |
|
1 |
Electronic
word of mouth |
Endogenous� |
1. Content 2. Intensity 3. Valence of opinion |
X1.1 X1.2 X1.3 |
3 |
|
2 |
Review
Valence |
Endogenous |
1. PPositif Review 2. Netral Review 3. Negative Reviews |
Y1.1 Y1.2 Y1.3 |
3 |
|
3 |
Brand
Trust |
Intervening |
1. Benevolence 2. Integity 3. Credibility |
Y2.1 Y2.2 Y2.3 |
3 |
|
4 |
Purchasing
Decision |
Endogenous |
1. Stability 2. Habit 3. Recomendation 4. Repeat purchasing |
Y3.1 Y3.2 Y3.3 Y3.4
|
4 |
Source: Data
processed, 2024
�
3�� Results and Discussions
Table 2. Outer Loadings Results
|
No |
Name Variables |
Code |
Outer Loadings Results |
|
1 |
Electronic
word of mouth |
X1.1 X1.2 X1.3 |
0,785 0,760 0,776 |
|
2 |
Review
Valence |
Y1.1 Y1.2 Y1.3 |
0,768 0,750 0,745 |
|
3 |
Brand
Trust |
Y2.1 Y2.2 Y2.3 |
0,746 0,739 0,786 |
|
4 |
Purchasing
Decision |
Y3.1 Y3.2 Y3.3 Y3.4 |
0,752 0,756 0,766 0,789 |
Figure 2. Structural Model
Average Variance Extracted
Results
The average variance Extracted value is a value
greater than or above 0.5. The AVE value for each is used to describe the magnitude of the variant or diversity. As
illustrated in table 3:
Table 3. Average Variance Extracted Results
|
No |
Name
Variables |
Average Variance Extracted Results |
|
1 |
Electronic
word of mouth |
0,673 |
|
2 |
Review
Valence |
0.554 |
|
3 |
Brand
Trust |
0.657 |
|
4 |
Purchasing
Decision |
0,666 |
Source: Data processed, 2020 (SmartPLS 4)
In this study, the AVE value of all constructs is
above 0.5 so that all constructs can be used in this study.
Realiable test
This test was carried out by looking at composite reliability with a
threshold of 0.7. The results of the reliability test in this study can be seen
in Table 4 below:
Table 4. Realiable test
|
No |
Name
Variables |
Composite Reliability (> 0,70) |
Cronbach Alpha (> 0,60) |
Information |
|
1 |
Electronic
word of mouth |
0,872 |
0,809 |
Reliable |
|
2 |
Review
Valence |
0.854 |
0,834 |
Reliable |
|
3 |
Brand
Trust |
0.858 |
0,844 |
Reliable |
|
4 |
Purchasing
Decision |
0,886 |
0,876 |
Reliable |
Source: Data processed, 2020 (SmartPLS 4)
From table 4 above, it can be concluded that the four constructs
used in this study are reliable so that this model can be continued for further
analysis, namely the inner model.
Inner
Model Testing
This test is carried out to see and measure how much
influence the latent dependent construct has. The relationship described by the
latent independent is constructed. The following are the R2 values of both
independent constructions in this study:
Table
5. Inner Model Testing
|
Name
Variables |
R2 |
Analysis |
|
Brand
Trust |
0,670 |
Moderate
|
|
Purchasing
Decision |
0,680
|
Moderate
|
�
In table 5, the highest R2 value is the purchase decision value which is 0.680 which means that
The influence of electronic word of mouth affects product purchase decisions.
Hypotesis test
Based on the results of the existing hypothesis
relationships, the following hypothesis tests are carried out:�
Table
6. Hypotesis test
|
No |
Variables� Realationship |
Estimate |
t-test |
p-value |
Information |
|
1 |
Electronic
word of mouth > Review Valence |
0.234 |
2.790 |
0,001 |
Received |
|
2 |
Review
Valence > Brnad Trust |
0.278 |
3.389 |
0,000 |
Received |
|
3 |
Electronic
word of mouth > Brand Trust |
0.453 |
6.436 |
0,002 |
Received |
|
4 |
Brand
Trust > Purchasing Decision |
0.567 |
4.789 |
0,000 |
Received |
Based on the above data, it can be seen that the
results of hypothesis testing in this study are that the influence of
electronic word of mouth on product purchase decisions is significant with the
t-test.
4�� Conclusion
The purpose of this study is to find out if the
valence of reviews can influence a person's decision to buy a product. Four
hypotheses found in this study are direct impacts that use brand trust as an
intervening. Based on the results and discussions, all four hypotheses are
supported. Suppose an online store has a lot of reviews and the average is
high, the store will tend to be more trusted and in demand. Therefore, a brand
must maintain its quality and service in order to increase the number of good reviews.
Therefore, through this research, it is hoped that it can be useful to improve
purchasing decisions so that it can increase sales.
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