EWOM, PRICE, PROMOTION, AND PRODUCT QUALITY EFFECTS ON EVANGELINE PERFUME PURCHASE DECISIONS VIA SHOPEE, MADIUN

Aksal Mafisal, Rizal Ula Ananta Fauzi

Abstract


Abstrak

Tujuan penelitian ini adalah untuk mengetahui dampak e-word of mouth (e-WOM), harga, promosi, dan fitur produk terhadap keputusan pembelian online parfum Evangeline melalui platform Shopee di kalangan mahasiswa di Madiun. Penelitian ini menggunakan metodologi kuantitatif dengan metode survei melalui penyebaran kuesioner kepada 384 responden yang dipilih melalui purposive sampling. Hasil survei menunjukkan bahwa e-WOM, promosi, dan kualitas produk memiliki dampak signifikan terhadap keputusan pembelian, sedangkan harga tidak berpengaruh. Temuan ini menunjukkan bahwa dalam konteks pembelian pelumas online, faktor kepercayaan yang berasal dari ulasan digital, strategi promosi, dan persepsi kualitas produk lebih berpengaruh daripada penilaian harga.

Kata Kunci: E-wom, harga, promosi, kualitas produk

Abstract

This study aims to investigate the influence of online word of mouth (e-WOM), price, promotion, and product features on purchase decisions of Evangeline perfume in the Shopee platform among university students in Madiun. A quantitative research method was used by distributing questionnaires to 384 purposively selected respondents. The findings indicate that e-WOM, promotion, and product quality have a significant impact on purchase decisions, whereas price does not. These results suggest that online perfume shopping opportunities, digital reviews, promotional strategies, and perceived product quality play a greater role than pricing on Siderations.

Keywords: e-WOM, price, promotion, and product quality.


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References


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