PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN E-WOM TERHADAP KEPUTUSAN PEMBELIAN

Abstract

This research aims to examine and analyze the effect of product quality, brand image, and electronic word of mouth on the purchasing decisions of Glad2Glow skincare at the TikTok shop platform. The study applies quantitatively. Furthermore, the population consists of S1 Management students batch 2021 at the School of Economy Indonesia Surabaya (STIESIA Surabaya). The data collection technique used non-probability sampling technique with the Slovin formula. In line with that, there were 62 respondents as the sample. Moreover, the instrument in the data collection technique was a questionnaire with a Likert scale of 1-5. The data analysis technique used multiple linear regressions with the SPSS (Statistical Product and Service Solution) 26 version. The results of this study indicate that all independent variables, namely product quality, brand image, and electronic word of mouth, have a significant influence on purchasing decisions for Glad2Glow skincare on the TikTok Shop platform. Additionally, there is a positive relationship between product quality, brand image, and electronic word of mouth with purchasing decisions for Glad2Glow skincare on the TikTok Shop platform.