PENGARUH KUALITAS PRODUK DAN E-WOM TERHADAP KEPUTUSAN PEMBELIAN SKINCARE PADA E-COMMERCE SHOPEE
DOI:
https://doi.org/10.25134/digibe.v3i1.42Keywords:
Kualitas Produk, Electronic word of mouth, keputusan pembelian, e-commerce, shopeeAbstract
Penelitian ini bertujuan untuk menganalisis dampak Kualitas produk dan E-WOM terhadap keputusan Pembelian produk skincare di e-commerce Shopee. Penelitian ini menerapkan pendekatan kuantitatif dengan metode deskriptif dan asosiatif. Data dikumpulkan menggunakan kuesioner yang diberikan kepada 100 responden, yang merupakan pengguna aktif Shopee dan pengikut akun @ohmybeautybank. Hasil Penelitian menunjukkan bahwa Kualitas produk dan E-WOM berpengaruh signifikan terhadap keputusan PembeIian. Analisis data dilakukan dengan menggunakan regresi linier berganda, yang menunjukkan bahwa kedua variable independen, yaitu Kualitas produk dan E-WOM, secara bersama-sama memberikan kontribusi signifikan terhadap keputusan Pembelian produk skincare. Secara parsial, Kualitas produk memiliki pengaruh lebih besar dibandingkan dengan E-WOM. Penelitian ini memberikan wawasan penting bagi perusahaan e-commerce dan penjual produk skincare dalam meningkatkan Kualitas produk dan memanfaatkan E-WOM untuk mendorong keputusan Pembelian konsumen.
Kata kunci: kualitas produk; electronic word of mouth; keputusan pembeiian; e-commerce; shopee
Abstract
This study aims to analyze the impact of product quality and E-WOM on purchasing decisions of skincare products on Shopee e-commerce. The research applies a quantitative approach with descriptive and associative methods. Data was collected using questionnaires distributed to 100 respondents, who are active users of Shopee and followers of the @ohmybeautybank account. The results show that product quality and E-WOM significantly influence purchasing decisions. Data analysis was conducted using multiple linear regression, which indicates that both independent variables, namely product quality and E-WOM, collectively contribute significantly to the purchasing decisions of skincare products. Partially, product quality has a greater influence compared to E-WOM. This research provides valuable insights for e-commerce companies and skincare product sellers in enhancing product quality and leveraging E-WOM to drive consumer purchasing decisions.
Keyword: product quality; electronic word of mouth; purchasing decisions; e-commerce; shopee
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