PENGARUH COUNTRY OF ORIGIN, CUSTOMER MOTIVATION DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PRODUK BODY LOTION SCARLET WHITENING PADA MAHASISWA JURUSAN MANAJEMEN FEB UNSRAT - Pone’ea, Olviana Eklesya; Tawas, Hendra Novie; Dotulong, Lucky O.H. (Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi, 2025)
The purpose of this study is to determine the influence of Country of Origin, Customer Motivation, and Electronic Word of Mouth Toward Purchase Decision Scarlett Whitening Body Lotion Product on Students of the Department of Management, FEB Unsrat The populations in this all FEB Unsrat students who used Scarlett Whitening Body Lotion Product. The sample size in this study is 100 respondents. The research method using multiple linear regression analysis. The analysis used included the research instrument test (validity and reliability test), multiple linear regression analysis, classic assumption test (multicollinearity test, heteroscedasticity test and normality test) and hypothesis testing (t test, F test and coefficient of determination). With this test, it can be seen how the independent variables influence the dependent variable. The results of this study found that the Country of Origin had influence on purchase decisions, Customer Motivation had influence on purchase decisions and Electronic Word of Mouth had influence on purchase decisions. Country of Origin, Costumer Motivation, and Electronic Word of Mouth simultaneously influence Purchase Decision Scarlett Whitening Body Lotion Product on Students of the Department of Management, FEB Unsrat. Tujuan dari penelitian ini yaitu untuk mengetahui pengaruh Country of Origin, Customer Motivation, dan Electronic Word of Mouth terhadap keputusan pembelian produk Body Lation Scarlett Whitening pada mahasiswa jurusan Manajemen FEB Unsrat. Populasi dalam penelitian ini adalah mahasiswa jurusan Manajemen FEB Unsrat yang menggunakan Body Lotion Scarlett Whitening. Besarnya sampel dalam penelitian ini yaitu adalah 100 responden. Metode penelitian menggunakan metode analisis regresi linier berganda. Analisis yang digunakan meliputi uji instrumen penelitian (uji validitas dan uji reliabilitas), analisis regresi linier berganda, uji asumsi klasik (uji multikolinearitas, uji heteroskedastisitas dan uji normalitas) dan uji hipotesis (uji t, uji F dan koefisien determinasi). Dengan uji ini dapat dilihat bagaimana variabel-variabel independen berpengaruh terhadap variabel dependen. Hasil penelitian ini menunjukkan bahwa Country of Origin, Customer Motivation dan Electronic Word of Mouth berpengaruh terhadap keputusan pembelian. Country of Origin, Customer Motivation, dan Electronic Word of Mouth secara simultan berpengaruh terhadap keputusan pembelian produk Body Lation Scarlett Whitening pada mahasiswa jurusan Manajemen FEB Unsrat.