The Influence of Product Quality and Electronic Word of Mouth on Purchase Decisions with Buying Interest as Mediation

This study investigates the direct and indirect effects of geography and electronic word-of-mouth (E-WOM) on purchasing decisions, with purchase interest serving as a mediator. Employing a quantitative survey methodology, primary data was collected through questionnaires from 136 consumers of Coffee Shop Kebon Kopi Cakkin in Malang City, and analyzed using Smart PLS 4.0 statistical software. The results indicate that location has a positive and significant impact on purchase interest, but a negative and insignificant effect on purchasing decisions. Conversely, E-WOM is shown to positively and significantly influence both purchase interest and purchasing decisions, while purchase interest itself also has a significant positive effect on purchasing decisions. Furthermore, it was found that location positively influences purchasing decisions through purchase interest, and E-WOM similarly impacts purchasing decisions via purchase interest among consumers at Coffee Shop Kebon Kopi Cakkin. The implications of these findings are substantial for marketers and business owners. Recognizing that geographic factors can enhance consumer interest emphasizes the importance of location for attracting customers. This insight can guide businesses in selecting optimal sites for new branches and shaping their marketing strategies to exploit geographic advantages. Furthermore, the significant positive influence of E-WOM on both purchase interest and decisions highlights the necessity for businesses to actively cultivate favorable online reviews and customer testimonials. Engaging with consumers on digital platforms can build trust and improve overall reputation. By concentrating on these key elements, coffee shops and similar businesses can strengthen their positions in the competitive market, leading to increased sales and enhanced customer loyalty. Overall, this study underscores the value of integrating geographic considerations and social influence in developing targeted marketing strategies that effectively resonate with consumer behavior and purchasing patterns.

This investigation aims to evaluate the impact of product quality, price, and social media marketing on the purchasing decisions of Gurita Bouquet products in Bandung City. Companies must develop effective marketing strategies to pique consumer interest in the florist industry, characterized by intense competition. A quantitative methodology is implemented in this investigation, which includes 95 participants. This investigation employed A Purposive Sampling approach in conjunction with Non-Probability Sampling. A total of 95 questionnaires were distributed to respondents who are 19 years of age or older and have purchased Gurita Bouquet products to investigate the impact of product quality, price, and social media marketing on their purchasing decisions for Gurita Bouquet products. The questionnaires were successfully collected. The findings indicated that purchasing decisions were significantly influenced by product quality, price, and social media marketing. The r count and Cronbach Alpha values are above the standard, indicating that the validity and reliability tests yield satisfactory results. The t-test, which was employed to test the hypothesis, demonstrates that the three independent variables substantially impact purchasing decisions. The sig value is less than 0.05, and the t count exceeds the t table. The F test demonstrates that the three variables substantially impact purchasing decisions simultaneously. In general, the findings of this investigation indicate that the quality of the product, the pricing, and the use of social media marketing are significant factors in the decision-making process for Gurita Bouquet products

This study aims to determine (1) The influence of E-WOM on the decision to purchase Wardah cosmetics (2) The influence of E-WOM on the brand image of Wardah cosmetics (3) The influence of product quality on the decision to purchase Wardah cosmetics (4) The influence of product quality on the brand image of Wardah cosmetics, (5) The influence of brand image on the decision to purchase Wardah cosmetics, (6) The influence of E-WOM on the decision to purchase through brand image as a mediating variable, (7) The influence of product quality on the decision to purchase through brand image as a mediating variable. The object of the study was female Gen Z in Ubud District. The testing method in this study was using SEM-PLS analysis with a sample size of 125 respondents. The results of the analysis in this study are that E-WOM has a positive and significant effect on purchasing decisions with a t-statistic value of 4.417 and P values ​​are <0.001, E-WOM has a positive and significant effect on brand image with a t-statistic value of 3.435 and p values ​​are 0.001, product quality has a positive and significant effect on purchasing decisions with a t-statistic value of 2.449 and p values ​​are 0.014, product quality has a positive and significant effect on brand image with a t-statistic value of 6.487 and p values ​​are <0.001, brand image has a negative and insignificant effect on purchasing decisions with a t-statistic value of 1.36 and p values ​​are 0.174, E-WOM has a positive and significant effect on purchasing decisions through brand image as a mediating variable with a t-statistic value of 1.98 and p values ​​are 0.0272, product quality has a positive and significant effect on purchasing decisions through brand Image as a mediating variable with a t-statistic value of 1.99 and p values ​​are 0.0165.

This study investigates the influence of product quality, price perception, and social media marketing on millennials' purchase decisions of Samsung smartphones in Sukabumi City, with purchase intention serving as a mediating variable. The research employs a quantitative approach using convenience sampling, targeting 400 respondents within the millennial age range who are Samsung users. The analysis utilizes Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that product quality and price perception significantly impact purchase decisions and intentions, while social media marketing directly affects purchase intention but not purchase decisions. Mediated by purchase intention, product quality, price perception, and social media marketing all positively influence purchase decisions. The study underscores the critical role of product quality and pricing strategies in consumer decision-making, particularly within the competitive smartphone market.

Abstract: The development of the creative economy in Malang City is supported by the emergence of local culinary businesses such as Kanenakan, which utilize digital technology in their marketing activities. The culinary sector is one of the most in-demand subsectors of the creative economy today, due to its potential to drive innovation and local economic growth. This study aims to analyze the influence of Electronic Word of Mouth (E-WOM) and customer reviews on purchase decisions, with purchase intention as a mediating variable, while also exploring how these findings contribute to the development of the creative economy, particularly in the local culinary sector. A quantitative approach was employed through a survey of 135 respondents. The results indicate that customer reviews significantly influence purchase decisions, both directly and indirectly through purchase intention. In contrast, E-WOM does not have a significant effect. These findings highlight the importance of authentic customer reviews in supporting purchase decisions and sustaining local creative businesses. The implications suggest that optimizing customer experience can be a key strategy in strengthening the creative economy ecosystem in Malang. Keywords: creative economy; electronic word offmouth (e-wom); customer review; purchase decision; purchase intention. Abstract: Perkembangan ekonomi kreatif di Kota Malang didukung oleh hadirnya bisnis kuliner lokal seperti Kanenakan, yang memanfaatkan teknologi digital dalam aktivitas pemasarannya. Kuliner merupakan salah satu subsektor ekonomi kreatif yang saat ini banyak diminati masyarakat karena potensinya dalam mendorong inovasi dan pertumbuhan ekonomi lokal. Penelitian ini bertujuan untuk menganalisis pengaruh Electronic Word of Mouth (E-WOM) dan ulasan pelanggan terhadap keputusan pembelian, dengan minat beli sebagai variabel mediasi, serta melihat bagaimana temuan tersebut dapat memberikan kontribusi terhadap pengembangan ekonomi kreatif, khususnya di sektor kuliner lokal. Penelitian menggunakan pendekatan kuantitatif dengan teknik survei terhadap 135 responden. Hasil analisis menunjukkan bahwa ulasan pelanggan berpengaruh signifikan terhadap keputusan pembelian, baik secara langsung maupun melalui minat beli sebagai mediasi. Sebaliknya, E-WOM tidak memberikan pengaruh yang signifikan. Temuan ini menekankan pentingnya ulasan pelanggan yang otentik dalam mendukung keputusan pembelian serta keberlangsungan usaha kreatif lokal. Implikasi dari penelitian ini menunjukkan bahwa optimalisasi pengalaman pelanggan dapat menjadi strategi penting dalam memperkuat ekosistem ekonomi kreatif di Malang. Keywords: ekonomi kreatif; electronic word of mouth (e-wom); ulasan pelanggan; keputusan pembelian; minat beli.

Smartphone users in Indonesia are ranked among the countries with the most users in the world. The decision to buy a smartphone is inseparable from product quality, brand image, and brand trust in smartphone products. This study aims to determine the direct and indirect effect of product quality, brand image on purchase decisions, and brand trust on iPhone users in Malang. This study uses a descriptive explanatory quantitative approach. The sampling technique used purposive sampling totaling 250 respondents. Data analysis of this research was carried out using the Partial Least Square (PLS) method using WarpPLS 7.0 software. The results show that: 1) product quality has a direct positive and significant effect on brand trust & purchase decisions 2) brand image has a direct positive and significant effect on brand trust & purchase decisions 3) brand trust has a direct positive and significant effect on purchase decisions 4) product quality has a positive and significant effect on purchase decisions through brand trust. 5) brand image has a positive and significant effect on purchase decisions through brand trust. Based on the results of this study, the researchers suggest that this research is not only one product, so it can be generalized widely

The goal of this study was to ascertain how much influence celebrity endorsers and product quality have on purchasing decisions for Scarlett products. The research methods used are descriptive methods and associative methods. Scarlett product customers in Cimahi City are the unit of analysis on this study. Based on the results of the sample calculation using the lemeshow formula because the population is not known with certainty, there were 96 respondents in the study's samples. Multiple linear regression analysis is the technique utilized for analysis, in addition, t-test and F-test are also carried out. The findings of the research, the dependent variable (purchasing decision) is influenced by the independent factors (celebrity endorser and product quality) by 72.5%. The influence of celebrity endorser factors on purchasing decisions is 5.6%. While the influence of product quality is 66.9%. The implication of this research is that Scarlett products can review the criteria for using celebrity endorsers by having a good image and continuing to improve product quality for the better so that it can increase customer purchasing decisions

The objective of this study is to determine the impact of social media marketing and product quality on the purchasing choices of Brand X items, while also examining the function of influencers as mediators, specifically among the generation-Z demographic. This study aimed to examine the interplay between Social Media Marketing, Product Quality Perceptions, Influencer Influence, and Purchasing Decisions in relation to Brand X items. This study employs a descriptive quantitative methodology, utilizing Google Form surveys as the data collecting tool. The target population for this research consists of individuals belonging to generation-Z who satisfy the specified research criteria. The data was examined using the regression method to quantify the impact of the independent variables (Social Media Marketing and Product Quality) on the dependent variable (Purchasing Decisions). The effectiveness of influencer mediation was assessed using path analysis and the Sobel test. The findings of this study indicate that Social Media Marketing and Product Quality exert an impact on Influencers. Product quality and influencers do not exert any impact on purchase decisions, however social media marketing does have an impact on purchasing decisions. Neither Social Media Marketing nor Product Quality exert any influence on Purchasing Decisions through Influencers as mediating variables.

This study aims to prove and analyze 1). The Influence of Price Perception, on Consumer Purchasing Decisions of PT. Citra Tunas Medika, 2). The Influence of Product Quality on Consumer Purchasing Decisions of PT. Citra Tunas Medika, 3). The Influence of Trust Level on Consumer Purchasing Decisions of PT. Citra Tunas Medika, 4). The Influence of Price Perception, Product Quality and Trust Level on Consumer Purchasing Decisions of PT. Citra Tunas Medika The type of data used in this study is quantitative data. The sampling technique used in this study is purposive sampling with 100 customer respondents of PT. Citra Tunas Medika. Data analysis used is multiple linear regression analysis, R2 determination, t-test and f-test. Then the data from the respondents are processed using SPSS 27, to determine the results of the Influence of Price Perception, Product Quality and Trust Level on Consumer Purchasing Decisions of PT. Citra Tunas Medika in Surabaya. The results of this study indicate that the significance value is less than 0.05 and the value of t count is greater than the table. The significance value of Price Perception (X1) is (2.256>1.984), Product Quality (X2) is (2.492>1.984), Trust Level (X3) is (2.165>1.984). Based on the formulation of the problem, the following are the results of the study and it can be concluded that Price Perception has a positive and significant effect on purchasing decisions, Product Quality has a positive and significant effect on Purchasing Decisions, Trust Level has a positive and significant effect on Purchasing Decisions.

This research was conducted to examine the influence of product quality, price and social media marketing on purchasing decisions for Scarlett Whitening skincare products and purchase intention as an intervening variable (Case study of students from the Faculty of Economics and Business Class of 2020, Wijaya Kusuma University, Surabaya). The population in this study were active students of the Faculty of Economics and Business, Class of 2020, Wijaya Kusuma University, Surabaya. The sample used in this research was 60 respondents with the criteria being female and male respondents aged at least 17 years and respondents who had used and had purchased Scarlett Whitening skincare products. The sample collection technique uses non-probability sampling using purposive sampling, while data collection is carried out using a physical questionnaire. The analysis used is path analysis which is processed using IBM SPSS. The results of this research can be concluded that Product Quality has a partial effect on Purchasing Decisions with a significance value (0.000 < 0.05), Price has a partial effect on Purchasing Decisions with a value of significance (0.019 < 0.05), Social Media Marketing partially influences Purchase Decisions with a significance value (0.000 < 0.05), Purchase interest has a direct influence on Purchase Decisions with a significance value (0.022 < 0.05). Product Quality has a partial influence on Purchase Interest with a significance value of (0.008 < 0.05), Price has a partial influence on Purchase Interest with a significance value of (0.029 < 0.05), Social Media Marketing has a partial influence on Purchase Interest with a significance value of (0.001 < 0.05). Purchase Interest cannot be used as an intervening variable that explains Product Quality on Purchase Decisions with an influence of (0.082 > 0.017), Purchase Interest cannot be used as an intervening variable that explains the influence of Price on Purchase Decisions with an influence of (0.038 > 0.011) and Purchase Interest cannot used as an intervening variable that explains the influence of Social Media Marketing on Purchasing Decisions with an influence of (0.843 > 0.024).

The aims of this study to analyze the significant effect of celebrity endorser on word of mouth, to analyze the significant effect of brand image on word of mouth, to analyze the significant effect of celebrity endorser on brand image, to analyze the significant effect of celebrity endorser on purchase decision, to analyze the significant effect of brand image on purchase decision, to analyze the significant effect of word of mouth on purchase decision. to analyze the significant effect of celebrity endorser and word of mouth on purchase decision, to analyze the significant effect of brand image and word of mouth on purchase decision, to analyse the significant effect of celebrity endorser, brand image and word of mouth on purchase decision. The data collection in this study was by distributing questionnaires to 200 customer respondents in DKI Jakarta using MS Glow. In analyzing the research data, the Structural Equation Model (SEM) approach was used with the Lisrel application version 8.8. The results of this study are there is a positive and significant effect on e-satisfaction on electronic word of mouth, there is a positive and significant influence on e-trust on electronic word of mouth, there is a positive and significant influence on electronic word of mouth on repurchase intention, there is a positive influence and significant on e-satisfaction on repurchase intention, there is a positive and significant effect on e-trust on repurchase intention, there is a positive and significant effect on e-satisfaction on repurchase intention through electronic word of mouth, there is a positive and significant effect on e-trust on repurchase intentions through electronic word of mouth.

This study aims to assess the impact of Product Quality, Brand Image, Electronic Word of Mouth (EWOM), and Packaging on the purchasing decisions for Hot Wheels diecast cars. The study's population includes individuals who have bought Hot Wheels products and are members of the Hot Wheels Indonesia community, with a sample size of 115 respondents as determined by the researcher. The purposive sampling method was used, and data analysis was conducted with multiple linear regression and correlation using SPSS version 26. The findings indicate that the product quality variable (KUAL) significantly influences purchasing decisions (KP) for Hot Wheels diecast cars, while the brand image variable (BI) does not have a significant impact on purchasing decisions. Both the electronic word of mouth (EWOM) and packaging (KEM) variables significantly affect purchasing decisions. In summary, product quality, brand image, electronic word of mouth, and packaging all have a positive and significant impact on purchasing decisions.

The purpose of this study was to determine the effect of social media marketing, brand image, product quality on purchase intention and purchase decision for consumers of café on the wheels Jago Coffee. The research method uses Quantitative with a survey approach. The sampling technique in this study used purposive sampling sampling with criteria. The criteria used are, have bought Jago Coffee at least once in the last 4 months, live in Jakarta City, know the existence of Instagram social media from Jago Coffee (@Jagoid) and have seen the content. The sample in this study were 303 respondents. The data analysis technique uses Structural Equation Modeling (SEM) through AMOS 23 software and SPSS version 25 to analyze and manage research data. The results of this study indicate that: first, social media marketing, brand image, product quality have a positive and significant effect on purchase intention. Second, social media marketing, brand image, product quality, and purchase intention have a positive and significant effect on purchase decisions.

The pandemic has shifted societal behavior towards a healthier lifestyle, with 7 out of 10 people in Indonesia desiring healthy food. Malang City, as one of the cities in East Java with many universities, has a significant Gen-Z population influencing the economic activities in the healthy food sector. This study explores the relationship between Perceived Risk and Purchase Decisions and the moderating role of Electronic Word of Mouth (E-WOM) among students in Malang City. Using quantitative methods and SEM-PLS analysis with 100 101 students from Universitas Brawijaya as respondents gathered through questionnaires, this study found that Perceived Risk significantly affects healthy food purchase decisions, and E-WOM is a significant moderating variable in this relationship. The study provides strategic recommendations for marketing and policies related to healthy food, including financial risk control through regular product price evaluations, the creation of social trends to reduce negative stigma among Gen-Z, improved production and delivery efficiency to speed up product reception, and maximizing the role of E-WOM through promoting positive reviews and educational content on social media to build a positive image and increase consumer loyalty.

This research aims to examine the effect of product quality, electronic word of mouth (e-WOM), and brand image on consumer satisfaction, as well as the influence of product quality, e-WOM, and brand image on repurchase intention in coffee-to-go stores, with consumer satisfaction as an intervening variable. This research was conducted to gain a better understanding of the factors that affect consumer satisfaction and the intention to repurchase the product. This research method uses a quantitative approach involving 300 respondents who are coffee-to-go shop consumers. Data is collected through the use of questionnaires that include questions about product quality, e-WOM, brand image, consumer satisfaction, and repurchase intention. Data analysis is done using multiple regression techniques and path analysis. The results show that product quality has a significant influence on consumer satisfaction, which supports the H1 hypothesis. In addition, e-WOM and brand image also have a significant influence on consumer satisfaction, which supports the H2 and H3 hypotheses. Furthermore, product quality and e-WOM also have a significant influence on repurchase intention, which supports the H4 and H5 hypotheses. Brand image also has a significant influence on repurchase intention, according to the H6 hypothesis. In addition, the findings of this study show that consumer satisfaction mediates the relationship between product quality, e-WOM, and brand image with repurchase intention, which supports the H7 hypothesis. This research provides practical implications for coffee-to-go stores to increase consumer satisfaction and the intention to repurchase products. Improving product quality, managing e-WOM positively, and strengthening a positive brand image can increase customer satisfaction and encourage repurchase intention.