PENGARUH PRODUCT QUALITY, BRAND IMAGE, DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE SKINTIFIC DI SURABAYA

Abstract

This research aims to examine the effect of product quality, brand image, and electronic word of mouth on the purchasing decisions of Skintific skincare products in Surabaya. The research applies quantitatively. Furthermore, the population consists of all consumers of skincare in Surabaya. The data were primary. Moreover, the data collection technique used purposive sampling. The instrument in the data collection technique was a questionnaire. The questionnaires were distributed to 98 respondents as the sample through Google Form. Additionally, the data analysis technique used multiple linear regression with SPSS (Statistical Product and Service Solution). The instrument test used validity and reliability tests. While proper model test used f-test, multiple determinant coefficient, and hypothesis test used t-test. The result indicates that product quality as well as brand image have a positive and significant effect on purchasing decisions of Skintific skincare products in Surabaya. However, electronic word of mouth does not affect purchasing decisions of Skintific skincare products in Surabava.