Pengaruh Kualitas Produk, Harga Dan Electronic Word of Mouth Terhadap Keputusan Pembelian Moisturizer Skintific Di E-Commerce Shopee (Studi Kasus Mahasiswa FEB Universitas Muhammadiyah Sumatera Utara)

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.