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All Journal Asian Journal of Management Analytics
Wahyuningsih, Septia Tri
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Decision Sciences, Operations Research & Management

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Factors Determining Purchasing Decisions: A Review of Social Media, E-WOM, and Product Quality Wahyuningsih, Septia Tri; Hidayah, Arini; Miftahuddin, Muchammad Agung; Rahmawati, Ika Yustina
Asian Journal of Management Analytics Vol. 4 No. 3 (2025): July 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ajma.v4i3.15110

Abstract

This study aims to analyse the influence of social media, e-WOM, and product quality on purchasing decisions among consumers of Donlight Donut Shop. This study uses a quantitative method with data collection through questionnaires distributed directly. Non-probability sampling was used with the accidental sampling method, involving 110 respondents. Data analysis was assisted by SPSS 20. The results of the study indicate that social media, e-WOM, and product quality have a significant positive influence on purchasing decisions. The findings of this study can assist Donlight in improving its operational strategies, particularly in social media, e-WOM, and product quality, to maintain consumer purchasing decisions and enhance competitiveness in the food business.
Co-Authors Arini Hidayah, Arini Miftahuddin, Muchammad Agung Rahmawati, Ika Yustina