PENGARUH E-WOM, PERSEPSI HARGA, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN THE ORIGINOTE HYALUCERA MOISTURIZER

Nierla Dwi Fitriani, Diyah Santi Hariyani, Hendra Setiawan

Abstract


With the advancement of technology, the beauty and personal care industry in Indonesia is currently experiencing rapid growth. This research is grounded in the Theory of Planned Behavior (TPB) to analyze consumer behavior in making purchasing decisions. The purpose of this study is to examine whether there is an influence of E-WOM, Perceived Price, and Product Quality on the Purchase Decision of the Originote Hyalucera Moisturizer in Madiun City. The population was calculated using the Lemeshow formula with a 5% error margin assumption, resulting in a sample size of 384. This study employs a quantitative approach with the assistance of SPSS 26 software for data analysis. The results of the study indicate that the variables of E-WOM, Price Perception, and Product Quality have a partially positive and significant effect on purchase decisions. Meanwhile, the simultaneous test shows that the independent variables simultaneously influence the dependent variable.

Keywords: E-WOM, Perceived Price, Product Quality, Purchase Decision.


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References


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