Analysis of electronic word of mouth (e-wom), price, and product quality on purchase decisions at skintific

Abstract

This research aims to analyze and test electronic word of mouth, specifically regarding price and the quality of a Skintific product, in influencing the decision to purchase. Data collection efforts involved distributing questionnaires through the application of Google Forms. The research applied data analysis through validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, and t-testing with the assistance of the SPSS application. The results indicate that the variables of electronic word of mouth and product quality have an influence on consumer decisions to make a purchase. However, the variable of price itself does not have an impact on consumer purchase decisions.