Pengaruh Electronic Word of Mouth (E-WOM), Persepsi Harga, Kualitas Produk Terhadap Keputusan Pembelian The Originote Hyalucera Moisturizer (Studi Kasus di Kota Madiun)

FITRIANI, NIERLA DWI (2024) Pengaruh Electronic Word of Mouth (E-WOM), Persepsi Harga, Kualitas Produk Terhadap Keputusan Pembelian The Originote Hyalucera Moisturizer (Studi Kasus di Kota Madiun). S1 thesis, Universitas PGRI Madiun.

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Abstract

With advances in technology, the beauty and personal care industry in Indonesia is currently growing rapidly. This research is based on the Theory of Planned Behavior (TPB) to analyze consumer behavior in making purchasing decisions. The aim of this research was to prove whether there was an influence of E-WOM, Price Perception, and Product Quality towards Purchasing Decisions for the Originote Hyalucera Moisturizer in Madiun City. The population was calculated using the Lemeshow formula assuming an error rate of 5%, so 384 samples were obtained. This research used a quantitative approach with the help of SPSS 26 software to analyze data. The results of this research found that the variables E-WOM, Price Perception, and Product Quality partially have a positive and significant effect towards purchasing decisions. Meanwhile, from the results of the simultaneous test it is known that the independent variables have a simultaneous effect on the dependent variable.

Item Type: Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci: E-WOM, Price Perception, Product Quality, Purchasing Decisions.
Subjects: A Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: FITRIANI DWI NIERLA
Date Deposited: 15 Oct 2024 05:32
Last Modified: 15 Oct 2024 05:32
URI: http://eprint.unipma.ac.id/id/eprint/2516

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