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All Journal Proceeding International Conference on Digital Education and Social Science
Rino Sardanto
University of Nusantara PGRI Kediri
Computer Science & IT Economics, Econometrics & Finance Education Engineering Social Sciences

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The Influence of Electronic Word of Mouth, Brand Trust, and Product Quality on Purchase Decisions for Glad2Glow Moisturizer Alif Anggun Yuliasari; Samari; Rino Sardanto
Proceeding International Conference on Digital Education and Social Science Vol. 3 No. 1 (2025): Proceeding International Conference on Digital Education and Social Science 202
Publisher : Asosiasi Pengelola Publikasi Ilmiah (APPI) PT PGRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55506/icdess.v3i1.123

Abstract

This study examines the impact of several elements, namely Electronic Word of Mouth (E-WOM), Brand Trust, and Product Quality on the purchasing decisions of Management students at UNP Kediri, specifically for the class of 2022, regarding Glad2Glow moisturizer products. This study examines each element both individually and in relation to each other. The elements that are the main focus in this study are Electronic Word of Mouth (X1), Brand Trust (X2), and Product Quality (X3). The main objective of this study is to evaluate the impact of these elements on purchasing decisions (Y). The method used in this study is a quantitative approach to understand the relationship between causal factors. The population studied includes all Management students at UNP Kediri, while the sample consists of 40 students from the class of 2022 who have purchased at least one Glad2Glow moisturizer product. Data collection was conducted using an online questionnaire based on a Likert scale. To analyze the data, classical assumption tests, multiple linear regression, coefficient of determination, and hypothesis testing were conducted. The results showed that Electronic Word of Mouth and Product Quality did not significantly influence purchasing decisions. However, Brand Trust was shown to have a significant impact when analyzed separately. When the three elements were analyzed together, they were found to have a significant influence on purchasing decisions.
The Influence of Product Quality, Price, and Brand Image on Purchase Decisions for OMG Lip Cream Products Dwi Puja Amelia; Samari; Rino Sardanto
Proceeding International Conference on Digital Education and Social Science Vol. 3 No. 1 (2025): Proceeding International Conference on Digital Education and Social Science 202
Publisher : Asosiasi Pengelola Publikasi Ilmiah (APPI) PT PGRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55506/icdess.v3i1.137

Abstract

The purpose of this study is to examine how brand image, price, and product quality affect students at Nusantara PGRI University in Kediri's decisions to buy OMG Lip Cream. The research focused on consumer behavior in the context of the growing marketing of local cosmetic products. The study employed a causal associative design and a quantitative method. A Likert-scale questionnaire was used to collect data from 40 active students in UNP Kediri's Faculty of Economics and Business who had at least once bought OMG Lip Cream. Multiple linear regression was employed in data analysis to ascertain the partial and simultaneous effects between variables. The results showed that product quality significantly influenced purchasing decisions. This confirms that product performance, brightness, and attractiveness are the main factors in determining consumer choice. Price was also shown to have a significant influence, indicating that affordability and product value are important considerations in the purchasing process. However, brand image did not have a significant influence, indicating that brand perception is not a primary determinant for consumers. At the same time, brand image, price, and product quality all had a big impact on buying decisions. In conclusion, brand image has less of an impact on purchase decisions than suitable price tactics and improved quality.
Co-Authors Alif Anggun Yuliasari Dwi Puja Amelia Samari Samari