PENGARUH HARGA, E-WOM, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI PADA SKINCARE GLAD2GLOW (Studi Empiris Konsumen Gen Z Skincare Glad2Glow di Kota Madiun)

RISKINA, AZILLA SURYA (2025) PENGARUH HARGA, E-WOM, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI PADA SKINCARE GLAD2GLOW (Studi Empiris Konsumen Gen Z Skincare Glad2Glow di Kota Madiun). S1 thesis, Universitas PGRI Madiun.

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Abstract

The Effect of Price, E-WOM, and Product Quality towards Purchase Decisions through Purchase Intention for Glad2Glow Skincare. This study aims to analyze the influence of price, electronic word of mouth (e-WOM), and product quality towards purchase decisions through purchase intention for Glad2Glow skincare products, focusing on Z Generations consumers in Madiun City. The method used was a quantitative survey approach using an online questionnaire. The sample collection technique was purposive sampling, with 384 respondents. The results show: (1) price does not have a positive and significant effect towards purchase intention; (2) e-WOM has a positive and significant effect towards purchase intention; (3) product quality has a positive and significant effect towards purchase intention; (4) price has a positive and significant effect towards purchase decisions; (5) e-WOM has a positive and significant effect towards purchase decisions; (6) product quality has a positive and significant effect towards purchase decisions; (7) purchase intention has a positive and significant effect towards purchase decisions; (8) purchase intention does not mediate the effect of price towards purchase decisions. (9) Purchase intention mediates the influence of e-WOM towards purchasing decisions; and (10) Purchase intention mediates the influence of product quality towards purchasing decisions. This research provides practical implications for skincare businesses, particularly Glad2Glow, in designing marketing strategies that emphasize the importance of product quality and the power of e-WOM to drive purchase intention and purchasing decisions among Gen-Z consumers.

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	Price, e-WOM, Product Quality, Purchase Intention, Purchase Decision, Generation Z, Skincare, Glad2Glow
Subjects:	A Social Sciences > HB Economic Theory A Social Sciences > HC Economic History and Conditions A Social Sciences > HG Finance
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	RISKINA SURYA AZILLA
Date Deposited:	16 Oct 2025 03:15
Last Modified:	16 Oct 2025 03:15
URI:	http://eprint.unipma.ac.id/id/eprint/5468

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