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All Journal Media Ekonomi dan Manajemen Jurnal Ilmiah Universitas Batanghari Jambi AkMen JURNAL ILMIAH EQIEN - JURNAL EKONOMI DAN BISNIS Saintifik : Jurnal Matematika, Sains, dan Pembelajarannya IMJ (Indonesian Midwifery Journal) Jurnal JKFT Jurnal Pengabdian Mandiri Jurnal Kebidanan dan Keperawatan Aisyiyah Proceedings of The International Conference on Business and Economics Valid Jurnal Pengabdian Cendikia Pendidikan Jurnal Manajemen dan Pendidikan Agama Islam International Journal of Community Engagement and Development IECON: International Economics and Business Conference Prosiding Seminar Nasional Ilmu Sosial dan Teknologi (SNISTEK) Hidayah : Cendekia Pendidikan Islam dan Hukum Syariah International Conference on Digital Advanced Tourism, Management, and Technology Brilliant International Journal of Management and Tourism International Journal of Economics and Management Research
Hikmah Hikmah
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The Influence of Electronic Word of Mouth, Product Quality, and Promotion on the Decision to Purchase Casablanca Deodorant in Batam Naila Abia Kurnia Putri; Hikmah Hikmah
International Journal of Economics and Management Research Vol. 5 No. 1 (2026): April: International Journal of Economics and Management Research
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/ijemr.v5i1.734

Abstract

This study aims to determine the influence of electronic word of mouth, product quality, and promotion on the decision to purchase Casablanca deodorant in Batam. This study is a quantitative study. The population in this study are users of Casablanca brand deodorant who have made purchases in the Sekupang District. The population used in this study does not have a definite number. Because the number of the population used in this study is unknown, the researcher used Jacob Cohen's formula of 204 respondents. The technique used in this study is non-probability sampling with purposive sampling. The researcher used a questionnaire with several questions to be answered by the respondents. Based on the hypothesis testing results, it is known that the electronic word of mouth variable has a t-value of 2,636 > 1,971 with a sign of 0,009 < 0,05. The product quality variable had a t-value of 6,028 > 1,971 with a sign of 0,000<0,05. The promotion variable had a t-value of 3,405 > 1,971 with a sign of 0,001<0,05. This is obtained from the f-calculated value of 83,314, which is greater than the f-table value of 2,65, with a significance level of 0,000, which is less than 0,05. Electronic word of mouth, product quality, and promotions have a positive and significant effect on purchasing decisions.
Co-Authors Ade Tyas Mayasari Andalan Tri Ratnawati Andalan Trin Ratnawati Arfiany Azizah Al Ashri Nainar Catur Erty Suksesty Citta, Andi Batary Djauhar Ismail Eka Mardiana Afrilia Erry Alberth Ester Jenny Kristina Siahaan Fachrama Fachrama Faidha Rahmi, Faidha Fauzi, Agus Khazin Galuh Juniarto Guntur Suryo Putro IMAM GHOZALI Ina Mega Nuryati Jefri Hasibuan Kartika, Shinta Eka Khotmi, Herawati M Wahyullah M. Syarif Hidayatullah Masrun masrun Monik Kasman Muhamamad Tahnur Naila Abia Kurnia Putri Nasrin Hasibuan Nurchayati Nurchayati Nurhidayanti Nusyafitri Amin Peppy Herawati Rilfan Kasi Ranteta’dung Rosmita Nuzuliana, Rosmita salman paris nasution Sirajuddin Nasir Siti Indah Farida Slamet, Sukmatica Sri Afridola Sri Suprapti Sukardi Sukardi Sunargo Sunargo Suparmi Suparmi Suryansah Syifa Nuraeni Titin Martini Tri Widayati Tria Ishma Rosita Uci Widya Astuti Ulfa Dwi Yanti Wina Arsita Yanti Riyantini Yuri Wahyuni Yusi Faizathul Octavia Yvonne Wangdra