Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Jurnal Manajemen Strategis
Kholi Fitriana, Lina
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
PENGARUH E-WOM, PERSEPSI KUALITAS PRODUK, DAN VARIASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SUNSCREEN AZARINE Kholi Fitriana, Lina; Baehaqi, Muhammad
MANTRA (Jurnal Manajemen Strategis) Vol. 3 No. 2 (2026): Februari 2026
Publisher : Desanta Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study aimed to examine the influence of e-WOM, perceived product quality, and product variety on purchasing decisions for Azarine sunscreen. A non-probability sampling method was used to select 100 respondents. Data were obtained from a questionnaire and analyzed using instrument validity and reliability tests, classical assumption tests, multiple linear regression, hypothesis testing, and coefficient of determination using IBM SPSS Statistics 26 software. The results showed that e-WOM had no effect on purchasing decisions. Perceived product quality did influence purchasing decisions. Furthermore, product variety influenced purchasing decisions, and e-WOM, perceived product quality, and product variety simultaneously influenced purchasing decisions for Azarine sunscreen
Co-Authors Baehaqi, Muhammad