Pengaruh Electronic Word Of Mouth Di Media Sosial dan Persepsi Kualitas Terhadap Keputusan Pembelian Online Skincare MS Glow Pasuruan Store

Abstract

Abstract

 

The purpose of this study was to determine how the influence of Electronic Word of Mouth in Social Media and Perception of Quality on Online Purchase Decisions for MS Glow Skincare Pasuruan Store. The population in this study consisted of consumers of Pasuruan MS Glow Stores in Pasuruan Regency. The data collection technique in this study used a questionnaire data collection method (questionnaire) and also interviews. The questionnaire in this study is a questionnaire that uses a Likert scale, to clarify the measured variables. The data collection method in this study used a purposive sampling technique so that the data obtained by the researcher was directly by distributing questionnaires to respondents who had been determined with the criteria, namely consumers who had made online purchases at MS Glow Pasuruan Store.. The results of the study partially show that: 1) There is an influence of Electronic Word Of Mouth on Social Media on Online Purchase Decisions for MS Glow Skincare Pasuruan Store 2) There is an influence of Perceived Quality on Decisions for Purchasing Skincare Online MS Glow Pasuruan Store. All variables have a simultaneous effect on Online Purchase Decision Skincare MS Glow Pasuruan Store.

 

Keywords: Electronic Word Of Mouth, Quality Perception and Purchase Decision