THE EFFECT OF SOCIAL MEDIA PROMOTION, E-WOM, BRAND IMAGE, AND PRODUCT QUALITY ON PURCHASING DECISIONS

Vivin Herlinawati, Hari Purwanto, Wiwin Juliyanti

Abstract


This research aims to determine the influence of Social Media Promotion, Electronic Word of Mouth (E-WOM), Brand Image, and Product Quality on Purchase Decision among consumers of Glad2Glow skincare products in Madiun City. This study employs a quantitative approach with a causal-associative research design. The research sample consisted of 385 respondents selected through purposive sampling based on the Lemeshow formula. Data were collected through questionnaires and analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, partial tests (t-test), simultaneous tests (F-test), and the coefficient of determination (R²) using SPSS 25. The results show that Social Media Promotion, E-WOM, Brand Image, and Product Quality each have a positive and significant partial effect on Purchase Decision. Simultaneously, the four variables also have a positive and significant effect on Purchase Decision

Keywords: Social Media Promotion, E-WOM, Brand Image, Product Quality, Purchase Decision


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References


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