Pengaruh E-WOM dan Harga Terhadap Keputusan Pembelian Pada Produk Skincare Emina

Luluk Mukarromah, Hadi Purnomo

Abstract


This study investigates how price and E-WOM (Electronic Word of Mouth) influence the decision of students of the Faculty of Economics and Business, Trunojoyo University Madura to buy Emina facial care products. This study uses quantitative methods, with data collection through questionnaires distributed to one hundred respondents through Google Forms forms selected through purposive sampling techniques. E-WOM, price, and purchasing decisions are the variables analyzed. The data analysis used is multiple linear regression, and the analysis tool is SPSS version 20. The results showed that E-WOM and price have a positive and significant effect partially and simultaneously on purchasing decisions. This research provides benefits for the marketing approach of skincare products, especially by improving the performance of digital reviews and competitive pricing to attract student customers.


Keywords


E-WOM, Harga, Keputusan Pembelian

Full Text:

PDF

References


Adam Setiawan, Yesi Septia Putri, Sheilla Gupita Sari, Astuti Utami, N. K. K. (2020). The effect of discounts, electronic word of mouth (E-WOM), and price towards interest in buying in e- commerce. Journal of Islamic Economic Scholar, 1(2), 125–143

Akbar, L. A., Soebiantoro, U., & Amriel, E. E. Y. (2023). The effect of electronic word of mouth (E-WOM) and price perception on purchase decisions of mixue products in the city of Surabaya. International Journal of Economics (IJEC), 2(2), 244–250. https://doi.org/10.55299/ijec.v2i2.477

Alí Diez, Í., & Marco-Pallarés, J. (2021). Neurophysiological correlates of purchase decision-making. Biological Psychology, 161(February). https://doi.org/10.1016/j.biopsycho.2021.108060

Alma, B. (2016). Manajemen Pemasaran dan Pemasaran Jasa (Cetakan Kesepuluh). Alfabeta.

Andrews, Kenneth R. 2009. Konsep strategi perusahaan. Jakarta: Erlangga. P.T. Gelora Aksara Pratama

Cheung, C. M. K., & Thadani, D. R. (2019). The Impact of Electronic Word-of-Mouth Communication: A Literature Analysis and Integrative Model. Decision Support Systems, 54, 461-470. https://doi.org/10.1016/j.dss.2012.06.008

Filieri, R. and McLeay, F. (2020) E-WOM and Accommodation an Analysis of the Factors That Influence Travelers’ Adoption of Information from Online Reviews. Journal of Travel Research, 53, 44-57. https://doi.org/10.1177/0047287513481274

Hafeez, A., Manzoor, S. & Salman, F. (2017). Impact of social networking sites on consumer purchase intention: An analysis of restaurants in Karachi. Journal of Business Strategies, 11(1), 1–20

Ilhamah, Pudyaningsih, R., & Akramiah, N. (2023). Promosi penjualan dan electronic word of mouth (E-WOM) terhadap keputusan pembelian produk fashion. Jurnal EMA – Jurnal Ekonomi Manajemen Akuntansi, 8(1), 95–104.

Irawan, C. F., Hartono, R., Maulidah, S., & Isaskar, R. (2023). The influence of price perception and electronic word of mouth on consumer purchase decision through e-commerce in Malang (study at shopeefood services in shopee e-commerce). Agricultural Socio-Economics Journal, 23(2), 249–258. https://doi.org/10.21776/ub.agrise.2023.023.2.14

Kadi, D. C. A., Purwanto, H., & Ningtyas, S. (2022). The effect of price perception, service quality and E-WOM on customer satisfaction through purchasing decisions of rail express Madiun. Asian Journal of Management Entrepreneurship and Social Science, 2(4), 526–543. https://ajmesc.com/index.php/ajmesc

Kotler, P., & Armstrong, G. (2017). Prinsip-prinsip pemasaran. Erlangga.

Kotler, P., & Keller, K. L. (2016). Manajemen pemasaran (13th ed.). Erlangga.

Mowen, J. C., & Minor, M. (2022). Perilaku konsumen (Lima). Ghalia Indonesia.

Nadeak, B. S. N., & Sukarno, A. (2022). The effect of social media marketing, E-WOM, and store atmosphere on consumer purchasing decisions. Jurnal Ilmiah Manajemen Kesatuan, 12(2), 491–498. https://doi.org/10.37641/jimkes.v11i2.1750

Nagle, T. T., & Muller, G. (2018). The strategy and tactics of pricing. Routledge.

Noviana, A., Kusmayati, N. K., & Wulansari, D. (2024). Pengaruh electronic word of mouth (E-WOM) dan diskon terhadap keputusan pembelian pada tiktokshop. Neraca Jurnal Ekonomi, Manajemen Dan Akuntansi, 2(7), 280–286. http://jurnal.kolibi.org/index.php/neraca

Perkasa, D. H., Suhendar, I. A., Randyantini, V., & Andrini M, E. (2020). The effect of electronic word of mouth (E-WOM), product quality and price on purchase decisions. DIJEMSS, 1(5), 695–706. https://doi.org/10.31933/DIJMS

Prasetyo, N. A., Suharto, A., & Surya, W. M. 2022. Pengaruh E-WOM (electronic word of mouth ) dan harga terhadap minat beli pada online shop

Puspita, A., Afwa, A., & Moniko. (2022). The influence of E-WOM and price discount on impulse buying at e-commerce users in Pekanbaru (case study Pekanbaru student). Jurnal Ilmiah Bisnis Dan Ekonomi Asia, 17(3), 378–391. https://doi.org/10.32812/jibeka.v17i3.1938

Rahayu, P. D., & Sukaris. (2024). Analysis of electronic word of mouth (E-WOM), price, and product quality on purchase decisions at skintific. Jurnal Ekonomi, 13(1), 633–642. https://doi.org/10.54209/ekonomi.v13i01

Sarjono, H., & Julianita, W. (2011). SPSS vs lisrel: Sebuah pengantar, aplikasi untuk riset. Salemba Empat.

Selfia, S., & Adlina, H. (2023). Pengaruh harga, persepsi kemudahan penggunaan, E-WOM terhadap keputusan pembelian melalui tiktok shop di kota Medan. JURNAL PRICE : Ekonomi Dan Akuntasi, 1(2), 67–78. https://ejournal.seaninstitute.or.id/index.php/jecoa/

Setiadi, N. J. (2019). Perilaku konsumen: Konsep dan implikasi untuk strategi dan penelitian pemasaran. Kencana Prenada Media Group.

Setianingsih, W. E. (2022). Analisis pengaruh promosi, E-WOM dan brand image terhadap keputusan pembelian. Jurnal Manajemen Dan Bisnis Indonesia, 8(1), 88–95.

Siagian, U. W., Harahap, N. J., & Halim, A. (2024). The effect of price, customer satisfaction, brand image, location and E-WOM (electronic word of mouth) on purchasing decisions at resto and coffee ck 3 Labuhanbatu utara regency purchases at resto and coffee ck 3 north Labuhanbatu regency. Management Studies and Entrepreneurship Journal, 5(2), 3461–3473. http://journal.yrpipku.com/index.php/msej

Sugiyono. (2022). Metode penelitian kuantitatif, kualitatif, dan R&D (29th ed.).

Sulaksono, H., & Hidayah, T. (2022). The influence of product quality, price, brand image, E-WOM and WOM on purchase decisions of oriflame products at spo amalia kartika putri Situbondo. ABM : International Journal of Administration, Business and Management, 4(2), 66–92.

Tjiptono, F. (2015). Strategi pemasaran (4th ed.). Andi Offset.

Zakiyah, M. I., Muzdalifah, L., Purwaningtyas, E., Pratama, F. A., & Sholihah, Z. (2024). Pengaruh E-WOM dan persepsi harga terhadap keputusan pembelian oleh gen-z di resto mie populer Sidoarjo. Stratēgo: Jurnal Manajemen Modern, 6(3), 612–624. https://journalpedia.com/1/index.php/jmm




DOI: https://doi.org/10.21107/jkim.v5i1.29229

Refbacks

  • There are currently no refbacks.


Copyright (c) 2025 Jurnal Kajian Ilmu Manajemen (JKIM)

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.