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All Journal Business Innovation and Entrepreneurship Journal CJPP
Auliyaa Nurul Aziizah
Universitas Negeri Surabaya
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Public Health Social Sciences Other

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The Influence of Electronic Word of Mouth On the Purchase Decision of Product X Beauty Users Auliyaa Nurul Aziizah; Meita Santi Budiani
Jurnal Inovasi Bisnis dan Kewirausahaan Vol 4 No 4 (2022): Business Innovation and Entrepreneurship Journal (November)
Publisher : Entrepreneurship Faculty, Universitas Garut

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35899/biej.v4i4.374

Abstract

Implementing social distancing caused consumers to take care of their beauty and body care because they had more time at home, resulting in increased purchasing decisions for beauty care products. Purchase decisions have five aspects: need recognition, search for information, alternative evaluation, purchase decision, and post-purchase behavior. In the search for Information process, electronic word of mouth is the most helpful information because it is independent and has relevant information for consumers. This study aimed to see the effect of electronic word of mouth on purchasing decisions of the user of beauty products X. This study used associative quantitative research techniques. One hundred participants were selected purposively to be the samples of the study. The data were taken using a Likert scale questionnaire as a research instrument and analyzed using simple linear regression analysis with SPSS 25.00. The analysis result obtained a significance value of 0.00 < 0.05. Therefore, the Electronic Word of mouth influences the Purchase Decision variable of the user of beauty product X
E-WOM Terhadap Keputusan Pembelian Pengguna Produk Kecantikan Auliyaa Nurul Aziizah; Meita Santi Budiani
Character Jurnal Penelitian Psikologi Vol. 9 No. 1 (2022): Character: Jurnal Penelitian Psikologi
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/cjpp.v9i1.46596

Abstract

Abstrak Sejak Covid-19 merebak di Indonesia masyarakat lebih banyak memiliki waktu dirumah untuk merawat dirinya hal ini menyebabkan meningkatnya pembelian produk kecantikan kulit dan wajah. Keputusan pembelian memiliki lima aspek, pada proses pencarian informasi ditemukan ewom adalah informasi yang dinilai memiliki sifat mandiri dan informasi yang relevan bagi calon konsumen. Penelitian ini bertujuan untuk melihat adanya pengaruh dari ewom terhadap keputusan pembelian pada produk kecantikan. Menggunakan teknik penelitian kuantitatif dengan teknik purposive sampling dalam pengambilan 100 partisipan. Data dianalisi menggunakan analisis regesi sederhana dengan bantuan SPSS 25.00 dan menggunakan skala likert. Ditemukan nilai signifikasi sebesar 0,00 < 0,05, dapat disimpulkan bahwa e-Wom bepengaruh terhadap Keputusan Pembelian pada pengguna produk kecantikan . Kata Kunci: electronic word of mouth, keputusan pembelian, produk kecantikan.
Co-Authors Meita Santi Budiani