THE INFLUENCE OF PRICE, E-WOM, AND PRODUCT QUALITY ON THE PURCHASE DECISION THROUGH BUYING INTEREST IN SKINCARE GLAD2GLOW

Azilla Surya Riskina, Hari Purwanto, Dian Citaningtyas Ari Kadi

Abstract


This study aims to analyze the influence of price, electronic word of mouth (e-WOM), and product quality on purchase decisions through buying interest in Glad2Glow skincare products, with a focus on Generation Z consumers in Madiun City. The method used is a quantitative method with a survey approach using an online questionnaire. The sample collection technique was carried out by purposive sampling, with a total of 384 respondents. The results of the study show that: (1) price does not have a positive and significant effect on buying interest; (2) e-WOM has a positive and significant effect on buying interest; (3) product quality has a positive and significant effect on buying interest; (4) price has a positive and significant effect on the purchase decision; (5) e-WOM has a positive and significant effect on purchase decisions; (6) product quality has a positive and significant effect on purchase decisions; (7) buying interest has a positive and significant effect on the purchase decision; (8) buying interest does not mediate the influence of price on the purchase decision; (9) buying interest is able to mediate the influence of e-WOM on purchase decisions; and (10) buying interest is able to mediate the influence of product quality on purchase decisions. This research provides practical implications for skincare business players, especially Glad2Glow, in designing marketing strategies that emphasize the importance of product quality and the power of e-WOM to drive buying interest and purchase decisions of Gen Z consumers


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