The Influence of Brand Image and Electronic Word Of Mouth (E-WOM) on Skintific Skincare Product Purchase Decisions (Case Study on Pamulang University Students Management Study Program)
DOI:
https://doi.org/10.58174/ijimes.v1i3.50Keywords:
Brand Image; Electronic Word Of Mouth (E-WOM); Purchase Decision.Abstract
The purpose of this study is to determine the influence of brand image and electronic word of mouth (E-WOM) on the purchase decision of Skincare Skintific products. The method used is quantitative. The sampling technique used the slovin formula/ancient rao formula and a sample of 100 respondents was obtained. Data analysis used validity test, reliability test, classical assumption test, regression analysis, correlation coefficient, determination coefficient and hypothesis test. The population in this study is PT abc consumers in South Tangerang and the number of saturated samples is 100 respondents. The method of data collection is through questionnaires with a likert scale, observation, and literature study. The results of this study are that brand image has a significant effect on purchase decisions with a determinationcoefficient of 34.3% and the hypothesis test was obtained by calculating > ttable or (7,160 > 1,660). Electronic word of mouth (E-WOM) had a significant effect on purchasing decisions with a determinationcoefficient of 38.8% and hypothesis tests obtained > ttable or (7,879 > 1,660). Brand image and electronic word of mouth (E-WOM) simultaneously had a significant effect on purchase decisions by obtaining a regression equation Y = 4.656 + 0.218X1 + 0.396X2, nii coefficient of determination was 44.1% while the remaining 55.9% was influenced by other factors. The hypothesis test obtained a value of Fcal > Ftable or (38.302 > 3.09).
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