Proceedings of the 3rd Annual Management, Business and Economics Conference (AMBEC 2021)

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The Effects of Electronic Word of Mouth and Product Quality Towards the Decision to Purchase the MS Glow Acne Series Bundle in Malang

Authors
Baroroh Lestari1, *, Heniar Farin Fahira1
1Business Administration Department, State Polytechnic of Malang, Malang, Indonesia
*Corresponding author. Email: baroroh.lestari@polinema.ac.id
Corresponding Author
Baroroh Lestari
Available Online 10 December 2022.
DOI
10.2991/978-94-6463-026-8_36How to use a DOI?
Keywords
Electronic word of mouth; Product quality; Purchase decision; MS Glow
Abstract

The rapid advancements of Information Technology enable online social networks to become a new medium for Electronic Word of Mouth (e-WOM) about the quality of purchasable goods. One of which is the Acne Series bundle produced by MS Glow. MS Glow is an Indonesian skin care and beauty company. This study aims to examine the effect of Electronic Word of Mouth (e-WOM) and Product Quality towards the decision to purchase the MS Glow Acne Series bundle in Malang, both partially and simultaneously. This study consists of two independent variables, which are Electronic Word of Mouth (e-WOM) and product quality, along with one dependent variable, that is Purchase Decision. This study was quantitative with giving questionnaires as data collection method. The samples in this study were 100 respondents who were selected using purposive sampling method. The data analysis method used is classical assumption testing and hypothesis testing. The results showed that: (1) e-WOM has a positive and significant effect on purchase decisions. (2) product quality has a positive and significant effect on purchase decisions. (3) e-WOM and product quality simultaneously have positive and significant effects on purchase decisions. Based on the results of the study, it is advised that MS Glow evaluates negative reviews about the Acne Series bundle on social media and improve its quality in order to increase sales.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 3rd Annual Management, Business and Economics Conference (AMBEC 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
10 December 2022
ISBN
978-94-6463-026-8
ISSN
2352-5428
DOI
10.2991/978-94-6463-026-8_36How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Baroroh Lestari
AU  - Heniar Farin Fahira
PY  - 2022
DA  - 2022/12/10
TI  - The Effects of Electronic Word of Mouth and Product Quality Towards the Decision to Purchase the MS Glow Acne Series Bundle in Malang
BT  - Proceedings of the 3rd Annual Management, Business and Economics Conference (AMBEC 2021)
PB  - Atlantis Press
SP  - 316
EP  - 323
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-026-8_36
DO  - 10.2991/978-94-6463-026-8_36
ID  - Lestari2022
ER  -