PENGARUH BRAND IMAGE, VARIASI PRODUK, ELECTRONIC WORD OF MOUTH DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN LIP CREAM HANASUI PADA E-COMMERCE SHOPEE (STUDI KASUS PADA KONSUMEN DI KOTA MADIUN)

Hannifah, Lutfi (2025) PENGARUH BRAND IMAGE, VARIASI PRODUK, ELECTRONIC WORD OF MOUTH DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN LIP CREAM HANASUI PADA E-COMMERCE SHOPEE (STUDI KASUS PADA KONSUMEN DI KOTA MADIUN). S1 thesis, Universitas PGRI Madiun.

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Abstract

This study aims to determine the influence of brand image, product variety, electronic word of mouth, and product quality towards purchase decisions of Hanasui lip cream consumers through the Shopee e-commerce platform in Madiun City. This study was conducted among Hanasui lip cream consumers in Madiun City using a non-probability sampling method with a purposive sampling technique. The sample size was 384 respondents. This research method used a quantitative approach with the help of SPSS version 25 software. The results of this study indicate that: 1) brand image has a positive and significant effect towards purchasing decisions; 2) product variety has a positive and significant effect towards purchasing decisions; 3) electronic word of mouth has a positive and significant effect towards purchasing decisions; 4) product quality has a positive and significant effect towards purchasing decisions; and 5) brand image, product variety, electronic word of mouth, and product quality simultaneously have a positive and significant effect towards purchasing decisions.

Item Type: Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci: Brand Image; Product Variety; Electronic Word of Mouth; Product Quality; Purchasing Decision
Subjects: A Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: LUTFI HANNIFAH LUTFI
Date Deposited: 13 Oct 2025 03:46
Last Modified: 13 Oct 2025 03:46
URI: http://eprint.unipma.ac.id/id/eprint/5349

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