Electronic Word of Mouth and Product Quality Effects on The Decision to Purchase The Acne Series Ms Glow Package in Malang City
Baroroh Lestari, Heniar Farin Fahira

State Polytechnic of Malang

Abstract

Information and communication technology is developing very fast, enabling online social networks to become a new medium for consumers to conduct Electronic Word of Mouth (e-WOM) about the quality of the products to be purchased, one of which is the Acne Series package product produced by MS Glow. MS Glow is one of the companies engaged in skin care and beauty in Indonesia. This study aims to examine the effect of Electronic Word of Mouth (e-WOM) and Product Quality on purchasing decisions for the Acne Series MS Glow package in Malang City, either partially or simultaneously. This study consists of two independent variables, namely Electronic Word of Mouth (e-WOM) and product quality and one dependent variable, namely Purchase Decision. In this study, a quantitative approach was used with data collection techniques using a questionnaire. The number of samples in this study were 100 respondents who were taken using purposive sampling technique. The data analysis technique used is classical assumption testing and hypothesis testing. The results showed that: (1) e-WOM had a positive and significant effect on purchasing decisions. (2) product quality has a positive and significant effect on purchasing decisions. (3) e-WOM and product quality simultaneously have a positive and significant effect on purchasing decisions. Based on the results of the study, it can be recommended that MS Glow should evaluate negative reviews about the Acne Series MS Glow package on social media and improve product quality so that it can make consumers make purchases.

Keywords: electronic word of mouth- product quality- buying decision- MS Glow

Topic: Digital Business and E-Commerce