PENGARUH ELECTRONIC WORD OF MOUTH, KUALITAS PRODUK, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK CAPTAIN HAIR POWDER (Studi Pada Remaja di Kota Surabaya)

Ritonga, Moh. Iqbal Prasetyo (2026) PENGARUH ELECTRONIC WORD OF MOUTH, KUALITAS PRODUK, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK CAPTAIN HAIR POWDER (Studi Pada Remaja di Kota Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

This study aims to analyze the influence of Electronic Word of Mouth, product quality, and price perception on the purchase decision of Captain Hair Powder among teenagers in Surabaya. This study employed a quantitative approach involving 100 respondents selected using purposive sampling. Data were collected through questionnaires and analyzed using multiple linear regression analysis, the F-test, and the t-test. The results showed that Electronic Word of Mouth, product quality, and price perception simultaneously had a significant effect on purchase decisions. Partially, Electronic Word of Mouth and product quality had a positive and significant effect on purchase decisions, while price perception did not have a significant effect on purchase decisions. Keywords: Electronic Word of Mouth, Product Quality, Price Perception, Purchase Decision.

Item Type:

Thesis (Undergraduate)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
Thesis advisor	Nugroho, Rusdi Hidayat	NIDN0824126101	rusdi_hidayat.adbis@upnjatim.ac.id

Subjects:

H Social Sciences > HC Economics

Depositing User:

Moh. Iqbal Prasetyo Ritonga

Date Deposited:

01 Sep 2026 04:44

Last Modified:

01 Sep 2026 06:05

URI:

https://repository.upnjatim.ac.id/id/eprint/59649

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