Abstract:
The problem in this study lies in the product quality that has not met consumer
expectations, high prices that make the product’s benefits seem disproportionate to
its cost, and negative electronic word of mouth (eWOM) on the Shopee e-commerce
platform. This study aims to analyze the influence of product quality, price, and
eWOM on the purchasing decisions of Skintific moisturizer in Shopee e-commerce,
with a case study of students from the Faculty of Economics and Business,
Universitas Muhammadiyah North Sumatera. This research uses a survey method
with a quantitative approach. The sample was collected using non-probability
sampling with a snowball sampling technique. The sample size was determined
using the Slovin formula, resulting in 95 respondents. Data were collected through
questionnaires and analyzed using multiple linear regression. The results of this
study show that product quality has a positive and significant effect on purchasing
decisions, price has a negative and significant effect, and Electronic Word of Mouth
has a positive and significant effect on purchasing decisions. Simultaneously,
product quality, price, and Electronic Word of Mouth have a positive and significant
effect on purchasing decisions.
