PENGARUH KUALITAS PRODUK, REVIEW PRODUCT, ELECTRONIC WORD OF MOUTH DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN SERUM WAJAH MEREK SOMETHINC

RAHMADHANI, NANSYA AWANDA (2025) PENGARUH KUALITAS PRODUK, REVIEW PRODUCT, ELECTRONIC WORD OF MOUTH DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN SERUM WAJAH MEREK SOMETHINC. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Researchers conducted an analysis of the extent to which product quality, product reviews, e-WOM, and brand image influence purchasing decisions for Somethinc brand facial serum. This study was conducted using a quantitative approach, where data was collected through online questionnaires using Google Form. The population studied included consumers in the DKI Jakarta area who had used Somethinc serum. The sample was determined using a purposive sampling technique, with 205 respondents calculated using the Hair formula. The data obtained were analyzed using SmartPLS software version 3.0 with the Partial Least Square approach. Based on the results of the analysis, product quality, product reviews, eWOM, and brand image had a positive and significant effect on purchasing decisions for Somethinc serum. Keywords: Product Quality , Review product, Electronic word of mouth, Brand image, Purchasing Decision Peneliti melakukan analisis terhadap sejauh mana pengaruh kualitas produk, review product , e-WOM, serta brand image dalam memengaruhi keputusan pembelian serum wajah merek Somethinc. Penelitian ini dilaksanakan dengan pendekatan kuantitatif, di mana data dikumpulkan melalui penyebaran kuesioner secara daring menggunakan Google Form. Populasi yang diteliti mencakup konsumen di wilayah DKI Jakarta yang pernah menggunakan serum Somethinc. Sampel ditentukan menggunakan teknik purposive sampling, dengan jumlah responden sebanyak 205 orang yang dihitung menggunakan rumus Hair. Data yang diperoleh dianalisis menggunakan software SmartPLS versi 3.0 dengan pendekatan Partial Least Square. Berdasarkan hasil analisis, bahwa kualitas produk, review product, e-WOM, dan brand image berpengaruh positif dan signifikan terhadap keputusan pembelian serum Somethinc. Kata Kunci: Kualitas Produk, Review product, Electronic word of mouth, Brand image, Keputusan Pembelian

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 25 300
NIM/NIDN Creators:	43121010321
Uncontrolled Keywords:	Kualitas Produk, Review product, Electronic word of mouth, Brand image, Keputusan Pembelian
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 303 Social Process/Proses Sosial > 303.3 Coordination and Control/Koordinasi dan Kontrol > 303.38 Public Opinion/Opini Publik 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas 800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan > 801.3 Value, Influence, Effect/Nilai, Pengaruh, Efek
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	23 Sep 2025 03:07
Last Modified:	23 Sep 2025 03:07
URI:	http://repository.mercubuana.ac.id/id/eprint/98358

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