PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) DAN KEPERCAYAAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION ECINOS DI E-COMMERCE SHOPEE (Studi pada Konsumen Ecinos di Kota Malang)

The object of this research is Ecinos fashion products marketed through Shopee e-commerce. Ecinos is a fashion brand that utilizes digital platforms to reach consumers and provide various product information that can be accessed online. This study aims to analyze the influence of electronic word of mouth and consumer trust on purchasing decisions for Ecinos fashion products on Shopee e-commerce among consumers in Malang City. This study uses a quantitative approach with a survey method of 150 respondents who are consumers of Ecinos fashion products in Malang City. The sampling technique uses non-probability sampling with a purposive sampling method, with the criteria for respondents being at least 17 years old, having purchased Ecinos fashion products through Shopee, and domiciled in Malang City. Data collection was carried out through distributing questionnaires using a Likert scale of 1–5, then analyzed using multiple linear regression analysis with the help of the SPSS IBM Statistics 25 program. The results show that electronic word of mouth has a positive and significant effect on purchasing decisions for Ecinos fashion products. Consumer trust also has a positive and significant effect on purchasing decisions for Ecinos fashion products. Furthermore, electronic word of mouth and consumer trust simultaneously had a positive and significant impact on purchasing decisions. The findings of this study indicate that the stronger the electronic word of mouth and the higher the consumer trust, the higher the purchase decision for Ecinos fashion products on the e-commerce platform Shopee among consumers in Malang City.