The Influence Of Electronic Word Of Mouth (E-Wom), Brand Images And Preceived Price On Consumers’s Purchase Decisions For Ms Glow Skincare Product
DOI:
https://doi.org/10.32528/issh.v2i3.398Keywords:
Electrolnic Wolrd olf Moluth, Brand Image, Perceived Price, Purchased DecisiolnAbstract
Intense competition in the body care and cosmetics industry caused Ms
Glow's sales in 2022 to decline. Especially in skincare products that experienced the
most significant decline. Electronic Word of Mouth, Brand Image and Price Perception
are thought to be factors that can influence online product purchasing decisions. This
study aims to test and analyze the influence of Electronic word of mouth, brand image,
and price perception on online product purchase decisions (study on skincare customers
Ms Glow Sumbersari Jember outlet. The population in this study is customers who
make Purchase Decisions on online skincare products Ms Glow Sumbersari Jember
Outlet. The sample used was 85 respondents using non-probability sampling techniques
and purposive sampling methods. The analysis tool uses multiple linear regression
using the SPSS 25 data processing program. The results showed that the E-word of
Mouth Variable (X1), Brand Image Variable (X2), Price Perception Variable (X3) had
a significant effect on the purchase decision (Y) of Ms Glow Gerai Sumbersari Jember
products. The sample used was 85 respondents using non-probability sampling
techniques and purposive sampling methods. The analysis tool uses multiple linear
regression using the SPSS 25 data processing program. The results showed that the Eword of Mouth Variable (X1), Brand Image Variable (X2), Price Perception Variable
(X3) had a significant effect on the purchase decision (Y) of Ms Glow Gerai
Sumbersari Jember products.
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