THE INFLUENCE OF PRICE VALUE PERCEPTION AND ELECTRONIC WORD OF MOUTH ON BUYING DECISION MEDIATED BY BRAND TRUST (A STUDY OF MORRIS PERFUME CONSUMERS IN E-COMMERCE)

Abstract

The rapid growth of e-commerce has intensified competition among perfume brands, making consumers' purchasing decisions increasingly influenced by perceived product value, online reviews, and trust in a brand. Understanding these factors is essential for developing effective marketing strategies and enhancing consumer confidence in online shopping. This research examines the influence of Price Value Perception and Electronic Word of Mouth (e-WOM) on Buying Decision, with Brand Trust serving as a mediating variable among Morris Perfume consumers in e-commerce. A quantitative approach with an explanatory research design was employed. Data were collected through an online questionnaire using a snowball sampling technique. A total of 115 questionnaires were collected; however, after applying screening criteria to ensure that respondents had previously purchased Morris Perfume through e-commerce platforms and satisfied the research requirements, 92 valid responses were retained for analysis. The data were analysed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The findings indicate that Price Value Perception and Electronic Word of Mouth have positive and significant effects on Buying Decision. Furthermore, both variables significantly influence Brand Trust, which subsequently has a positive and significant effect on Buying Decision. Mediation analysis confirms that Brand Trust significantly mediates the relationships between Price Value Perception and Buying Decision as well as between Electronic Word of Mouth and Buying Decision. These findings highlight the importance of strengthening Brand Trust, supported by favourable price value perception and positive electronic word of mouth, to enhance consumers' buying decisions in the e-commerce marketplace.