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All Journal Gorga : Jurnal Seni Rupa Jurnal Ilmiah Arena Tekstil Pendas : Jurnah Ilmiah Pendidikan Dasar Jurnal Komunikasi Pendidikan Jurnal Ilmiah Edunomika (JIE) GANDRUNG: Jurnal Pengabdian Kepada Masyarakat International Journal of Social and Management Studies (IJOSMAS) Bulletin of Science Education Unram Journal of Community Service (UJCS) Jurnal Ilmu Pendidikan Dasar Indonesia Jurnal Manajemen Jurnal Dedikasia : Jurnal Pengabdian Masyarakat PENDALAS: Jurnal Penelitian Tindakan Kelas dan Pengabdian Masyarakat Indonesian Journal of Community Services Cel Al Mabhats : Jurnal Penelitian Sosial Agama Journal of Economics, Business, Management, Accounting And Social Sciences I-Con Media Jurnal Pengabdian Masyarakat dan Riset Pendidikan The International Journal of Medical Science and Health Research IJIMCE : International Journal of Innovation in Mechanical Construction and Energy journal of social and economic research Jurnal Inovasi Pendidikan Dasar dan Menengah International Journal of Innovation Research in Education, Technology and Management (IJIRETM) SCIENTIA JOURNAL : Jurnal Ilmiah Mahasiswa Novatio : Journal of Management Technology and Innovation Jurnal Pendidikan Ilmu Pengetahuan Alam Jurnal Pendidikan Ilmu Pengetahuan Alam Journal of Islamic Education Journal of Islamic Studies (Z-ISLAMICA)
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Politeknik STTT Bandung
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Journal : SCIENTIA JOURNAL : Jurnal Ilmiah Mahasiswa

 1 
PENGARUH E-WOM, BRAND IMAGE, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK MS GLOW DI KOTA BATAM Hendra; Oktavia, Yunisa
SCIENTIA JOURNAL Vol 7 No 1 (2025): Scientia Journal
Publisher : LPPM Universitas Putera Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33884/scientiajournal.v7i1.9540

Abstract

This study aims to analyze the influence of Electronic Word of Mouth (E-WOM), brand image, and product quality on purchasing decisions of MS Glow products in Batam. In the digital era, E-WOM is a key factor influencing consumer decision-making. Additionally, a strong brand image and guaranteed product quality play a significant role in driving purchasing decisions. A quantitative approach was used with a sample of 100 MS Glow consumers in Batam, selected using Slovin's formula, and data were collected through questionnaires. The analysis was conducted using multiple regression with SPSS 25. The results show that E-WOM (regression coefficient 0.582, t-value 12.544, p < 0.05), brand image (regression coefficient 0.626, t-value 12.214, p < 0.05), and product quality (regression coefficient 0.315, t-value 7.268, p < 0.05) have a significant positive effect on purchasing decisions. These findings suggest enhancing brand image, leveraging E-WOM, and maintaining product quality to boost purchasing decisions
Co-Authors Abdul Haris Adrie Oktavio Agoestinus Lis Indrianto, Agoestinus Lis Agustinus Nugroho Ahmad Safran Amrizal Athoillah, Syafiq Bahrun Basilius Agung Eka Saputra Assa Christabella Eilin Setyawan Dedi Erawadi Dona Sariani Eni Sumanti Nasution Etty Murwaningsari febrina, widya Ferawati Firdiawan Ekaputra Fitri Komariyah Gabriella Maria Christine Sipahutar Hajri, Priazki Harissman Indra Laksmana Irwan Jamaluddin Jenny Ria Sihombing Jingga, Trinovita Zuhara Juliaster Marbun Junita Batubara, Junita Kasmawati Khomarudin, Agus Nur kusuma, Yuda Perdana Liantifa, Melifia Matondang, Vinsensius Missy Bremila Mulyana, Ayu Munir Nabila Salsabila Samodro Nofrial Nurmalia Dewi Nurtam, M Riza Oktavia, Yunisa Rabby Nazli Rahmi Berlianti Retnoningsih Rina Novita Rizki Adityaji Romy Aulia Rosnelli Saiful Anwar Sekianti, Atik Sukarman Purba Suriyadi Syamsul Arifin Syukriadi Tri Angreni Vitto Andrivanly Vivin Hanitha Wellizar Widya Febrina Wijayanti, Silvana Windos Marbun Yanti, Meli Zam, Riswel Zuraida Lubis