The Effect of Electronic Word of Mouth Using Analysis of Review Valence on Brand Trust as a Purchasing Decision Lucienne Beauty

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.