THE INFLUENCE OF BRAND IMAGE, PRODUCT VARIETY, EWOM, PRODUCT QUALITY ON HANASUI LIPCREAM PURCHASE DECISIONS

Lutfi Hannifah, Dian Citaningtyas Ari Kadi, Hendra Setiawan

Abstract


Abstrak

Penelitian ini bertujuan untuk mengetahui pengaruh brand image, variasi produk, electronic word of mouth dan kualitas produk terhadap keputusan pembelian pada konsumen lip cream Hanasui melalui platform e-commerce Shopee pada konsumen di Kota Madiun. Penelitian ini dilakukan pada konsumen lip cream Hanasui di Kota Madiun dengan menggunakan metode non probability sampling dengan teknik purposive sampling jumlah sampel yang digunakan adalah 384 responden. Metode dalam penelitian ini menggunakan pendekatan kuantitatif dengan bantuan software SPSS versi 25. Hasil penelitian ini menunjukkan bahwa : 1) brand image berpengaruh positif dan signifikan terhadap keputusan pembelian, 2) variasi produk berpengaruh positif dan signifikan terhadap keputusan pembelian, 3) electronic word of mouth berpengaruh positif dan signifikan terhadap keputusan pembelian, 4) kualitas produk berpengaruh positif dan dan signifikan terhadap keputusan pembelian, dan 5) brand image, variasi produk, electronic word of mouth, dan kualitas produk secara simultan berpengaruh positif dan signifikan terhadap keputusan pembelian.

 

Kata Kunci: Brand Image, Variasi Produk, Electronic Word of Mouth, Kualitas Produk, Keputusan Pembelian.

 

Abstract

This study aims to determine the influence of brand image, product variety, electronic word of mouth and product quality on purchase decisions in Hanasui lip cream consumers through the Shopee e-commerce platform for consumers in Madiun City. This study was conducted on Hanasui lip cream consumers in Madiun City using the non-probability sampling method with purposive sampling technique, the number of samples used was 384 respondents. The method in this study uses a quantitative approach with the help of SPSS software version 25. The results of this study show that: 1) brand image has a positive and significant effect on purchase decisions, 2) product variety has a positive and significant effect on purchase decisions, 3) electronic word of mouth has a positive and significant effect on purchase decisions, 4) product quality has a positive and significant effect on purchase decisions,  and 5) brand image, product variations, electronic word of mouth, and product quality simultaneously has a positive and significant effect on purchasing decisions

 

Keywords: Brand Image, Product Variety, Electronic Word of Mouth, Product Quality, Purchase Decision.


References


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