PENGARUH E-WOM, PRODUCT QUALITY, PRODUCT KNOWLEDGE DAN PROMOTION TERHADAP KEPUTUSAN PEMBELIAN PARFUM REFILL LAB ART AROMATIQUE : STUDI KASUS PADA MAHASISWA DI KOTA MADIUN.

Ricky Okta Dyansya, Apriyanti Apriyanti

Abstract


This study aims to provide empirical evidence regarding the Effect of E-WOM, Product Quality, Product Knowledge and Promotion on Purchasing Decisions for Lab Art Aromatique Refill Perfumes: Case Study on Students in Madiun City. This type of research includes descriptive research with a quantitative approach. The sample in this study amounted to 384 respondents. The sampling method used purposive sampling method. Data collection in this study using a questionnaire. The data analysis technique in this study used a test tool in the form of SPSS software. The results obtained from this study, namely: 1) E-WOM has a significant positive influence on purchasing decisions. 2) Product Quality has a positive and significant effect 3) Product Knowledge has a positive and significant effect. 4) Promotion has a very positive and significant positive.

 

Keywords: E-WOM, Product Quality, Product Knowledge Promotion,, Purchasing Decisions


Full Text:

PDF

References


Abelista, K. (2022). Pengaruh Electronic Word Of Mouth Terhadap Keputusan Pembelian Pada Mahasiswa Ilmu Komunikasi Fisip Uma (Studi Kasus Konten Tagar Racun Tiktok). Journal Pemasaran, 2(13), 21. https://repositori.uma.ac.id/handle/123456789/19229%0Ahttps://repositori.uma.ac.id/bitstream/123456789/19229/2/188530091%0A-%0AKezia%0AAbelista%0AHutagalung%0AFulltext.pdf

Ari Wibowo, & Dewi Anjaningrum, W. (2023). The Effect of Promotion, Product Quality, and Price on The Purchase Decision of Ventela Shoes in Malang City. Journal of Management Research and Studies, 1(1), 27–40. https://doi.org/10.61665/jmrs.v1i1.23

Aropah, D. Z., Wijayanto, H., & Wahyuningsih, D. W. (2022). Pengaruh E-Wom, Pengetahuan Produk, Dan Gaya Hidup Terhadap Keputusan Pembelian Iphone Bekas Bergaransi Ex Internasional Di Ponorogo. Bussman Journal : Indonesian Journal of Business and Management, 2(2), 344–358. https://doi.org/10.53363/buss.v2i2.63

Azahra, F., & Hadita, H. (2023). Pengaruh Promosi Dan Harga Terhadap Keputusan Pembelian Melalui Variabel Intervening Minat Beli Kfc Golden City Bekasi Di Sosial Media Instagram. Jurnal Economina, 2(2), 678–691. https://doi.org/10.55681/economina.v2i2.351

Khoirunnisa, D. E. vitaloka, Wilanda, S. Di., Nurliana, S., Zikrinawati, K., & Fahmy, Z. (2023). Pengaruh Electronic Word of Mouth (E-WOM) dan Brand Image Terhadap Keputusan Pembelian pada Pengguna Tokopedia. Jurnal Mahasiswa Kreatif, 1(2), 53–65. https://doi.org/10.59581/jmk-widyakarya.v1i2.749

Magdalena Welly Muskita, S., & Ayunita. (2021). Pengaruh Promosi Melalui Media Sosial Dan Electronic Word Of Mouth (E-WOM) Terhadap Keputusan Pembelian ( Studi Kasus Pada Online ShopThyy Thyy) Di Kota Sorong. Badati, 3(1), 42–53. https://wearesocial.com

Zane K, C., & Lestari, I. (2024). Pengaruh Product Knowledge Dan Online Customer Review Terhadap Keputusan Pembelian Produk Hanasui Pada Marketplace Shopee (Studi Pada Pelanggan Hanasui Di Kelurahan Tanjung Rejo Medan). Jurnal Masharif Al-Syariah: Jurnal Ekonomi Dan Perbankan Syariah, 9(1), 527–536. https://www.doi.org/10.30651/jms.v9i1.21978


Refbacks

  • There are currently no refbacks.


 

 

 

 

 

 

 

Editorial Office:

Universitas PGRI Madiun

Kampus 3 Lantai 2

Fakultas Ekonomi dan Bisnis

Jl. Auri no. 14-16 Madiun