Jurnal Manajemen Strategis
Vol. 3 No. 2 (2026): Februari 2026

PENGARUH E-WOM, PERSEPSI KUALITAS PRODUK, DAN VARIASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SUNSCREEN AZARINE

Kholi Fitriana, Lina (Unknown)
Baehaqi, Muhammad (Unknown)

Article Info

Publish Date
04 Feb 2026

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

Copyrights © 2026




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Original Source
Download Original
Google Scholar
Check in Google Scholar
Journal Info
Jurnal Manajemen Strategis
Website

Abbrev

mantra

Publisher

Desanta Publisher

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Manajemen Strategis (MANTRA) Merupakan jurnal berkala Ilmiah yang diterbitkan oleh Desanta Publisher. Terbit 2 (dua) kali dalam setahun, setiap bulan Agustus dan Februari. Ruanglingkup Jurnal ini meliputi penelitian dan hasil kajian disiplin ilmu Manajemen Strategis, Pengambilan Keputusan, ...