PENGARUH ELECTRONIC WORD OF MOUTH, HARGA, PROMOSI, KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PARFUM EVANGELINE SECARA ONLINE DI E-COMMERCE SHOPEE (STUDI KASUS MAHASISWA DI KOTA MADIUN)

AKSAL, MAFISAL (2026) PENGARUH ELECTRONIC WORD OF MOUTH, HARGA, PROMOSI, KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PARFUM EVANGELINE SECARA ONLINE DI E-COMMERCE SHOPEE (STUDI KASUS MAHASISWA DI KOTA MADIUN). S1 thesis, UNIVERSITAS PGRI MADIUN.

	Text HALAMAN DEPAN,.pdf Download (1MB)
	Text ABSTRAK..pdf Download (499kB)
	Text BAB I.pdf Download (1MB)
	Text BAB II.pdf Download (914kB)
	Text BAB III.pdf Restricted to Repository staff only Download (889kB) | Request a copy
	Text BAB IV.pdf Restricted to Repository staff only Download (1MB) | Request a copy
	Text BAB V.pdf Restricted to Repository staff only Download (418kB) | Request a copy
	Text DAFTAR PUSTAKA.pdf Restricted to Repository staff only Download (375kB) | Request a copy
	Text LAMPIRAN.pdf Restricted to Repository staff only Download (5MB) | Request a copy

Abstract

This study aims to analyze the influence of Electronic Word of Mouth (eWOM), price, promotion, and product quality on purchasing decisions of Evangeline brand perfume online through the Shopee e-commerce platform, focusing on university students in Madiun City. The phenomenon of increasing online perfume purchases indicates a shift in consumer behavior influenced by various digital marketing factors. This research employs a quantitative approach using a survey method. Data were collected through an online questionnaire distributed to 384 student respondents who met the purposive sampling criteria, namely those who had purchased Evangeline perfume on Shopee. The data analysis technique used was multiple linear regression analysis with the assistance of SPSS software. The results show that the variables of eWOM, price, promotion, and product quality have a significant effect on purchasing decisions both partially and simultaneously. These findings indicate that companies need to pay attention to digital communication strategies, competitive pricing, relevant promotions, and improvements in product quality to encourage consumer purchasing decisions, especially among young consumers who are actively shopping online.

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	Keywords: Electronic Word of Mouth (eWOM), Price, Promotion, Product Quality, Purchasing Decision, Evangeline Perfume, Shopee E-Commerce.
Subjects:	A Social Sciences > HB Economic Theory A Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	AKSAL MAFISAL AKSAL
Date Deposited:	01 Jul 2026 07:37
Last Modified:	01 Jul 2026 07:37
URI:	http://eprint.unipma.ac.id/id/eprint/7661

Actions (login required)

View Item