THE INFLUENCE OF ELECTRONIC WORD OF MOUTH (E-WOM), BRAND IMAGE, PRICE, AND PRODUCT QUALITY ON PURCHASING DECISIONS FOR KAHF PRODUCTS IN MADIUN CITY

Premadaffa Hadi Prayitna, Heny Sidanti

Abstract


This study aims to examine the influence of Electronic Word of Mouth (e-WOM), Brand Image, Price, and Product Quality on Purchasing Decisions for Kahf products in Madiun City. This study employed a quantitative approach using a survey method. Primary data were collected through an online questionnaire from 384 respondents selected using purposive sampling. The data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS version 4.0.9.5. The results show that Electronic Word of Mouth has a positive and significant effect on Purchasing Decisions, with a path coefficient of 0.153, a t-statistic of 2.194, and a p-value of 0.028. Brand Image also has a positive and significant effect, with a path coefficient of 0.195, a t-statistic of 2.386, and a p-value of 0.017. Price has a positive and significant effect and is the strongest predictor, with a path coefficient of 0.391, a t-statistic of 5.758, and a p-value below 0.001. Product Quality also has a positive and significant effect, with a path coefficient of 0.214, a t-statistic of 4.078, and a p-value below 0.001. The R-square value of 0.775 indicates that these four variables explain 77.5% of the variance in Purchasing Decisions. Findings highlight their collective relevance for consumers.

Keywords: Electronic Word of Mouth, Brand Image, Price, Product Quality, Purchasing Decision.


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