PENGARUH ELECTRONIC WORD OF MOUTH, KUALITAS PRODUK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK KECANTIKAN MS-GLOW

Abstrak

Penelitian ini ditujukan guna mengidentifikasi pengaruh electronic word of mouth, kualitas produk, dan persepsi harga terhadap keputusan pembelian produk kecantikan MS Glow. Studi ini menggunakan metode kuantitatif, dan sampel dipilih melalui teknik non-probability sampling, sebanyak 97 responden yang diambil melalui purposive sampling dengan persyaratan merupakan konsumen yang sebelumnya memiliki pengalaman membeli produk MS Glow minimal 5 kali serta berdomisili Sidoarjo. Data dikumpulkan melalui kuesioner berskala Likert dan diolah dengan software SPSS versi 27. Temuan penelitian memperlihatkan electronic word of mouth (t = 3,546, sig = 0,001), kualitas produk (t = 3,976 sig = 0,001), dan persepsi harga (t = 7,797 sig = 0,001) berpengaruh positif dan signifikan terhadap keputusan pembelian secara parsial. Secara simultan, electronic word of mouth, kualitas produk, dan persepsi harga juga berpengaruh positif dan signifikan terhadap keputusan pembelian produk MS Glow dengan hasil uji F (F = 131,748 sig = 0,001). Ketiga variabel tersebut menjelaskan sebesar 90% terhadap keputusan pembelian.

This study aims to identify the influence of electronic word of mouth, product quality, and price perception on purchasing decisions for MS Glow beauty products. This study use a quantitative method, and the sample was selected through a non-probability sampling technique, a total of 97 respondents were taken through purposive sampling with the requirements being consumers who previously had experience purchasing MS Glow products at least 5 times and were domiciled in Sidoarjo. Data were collected through a Likert-scale questionnaire and processed with SPSS software version 27. The research findings show that electronic word of mouth (t = 3.546, sig = 0.001), product quality (t = 3.976 sig = 0.001), and price perception (t = 7.797 sig = 0.001) have a positive and significant effect on purchasing decisions partially. Simultaneously, electronic word of mouth, product quality, and price perception also have a positive and significant effect on purchasing decisions for MS Glow products with the results of the F test (F = 131.748 sig = 0.001). These three variables explain 90% of purchasing decisions.