Amin, Rizky Amalia (2025) Pengaruh E-WOM dan Kualitas Produk Terhadap Keputusan Pembelian Cream Blush Wardah Colorfit di Kota Surabaya. Undergraduate thesis, Universitas Pembangunan Nasional "Veteran" Jawa Timur.
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Abstract
Increased public awareness of using make-up as a self-esteem, expressing creativity, and enhancing self-confidence is one of the reasons for the rising of the cosmetic and make-up industry in Indonesia. As time goes by, the hard selling method and soft selling methods carried out by beauty influencers have begun to be distrusted by consumers due to the credibility factor that is still lacking by consumers due to questionable credibility factors, honesty low level of trust honesty in giving reviews, and incompatibility of information conveyed through social media posts. This research aims to determine the effect of E-WOM and product quality on Wardah Colorfit cream blush purchasing decisions in the Surabaya area. This study uses a quantitative method using an online questionnaire (Google Forms) questionnaire (Google Forms). The research population is consumers who live in Surabaya City who have bought and used Wardah Colorfit cream blush products. Wardah Colorfit with a sample size of 140 respondents collected through purposive sampling method. The measurement method used is a Likert scale of 1-5. The data collected was then analyzed using Partial Least Square (PLS) with the SmartPLS 3.0 application. Research results show that E-WOM and product quality have a positive and significant effect on purchasing decisions for Wardah Colorfit cream blush products in Surabaya City.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Contributors: |
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| Subjects: | H Social Sciences > HC Economics H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic > Departement of Management | ||||||||||||
| Depositing User: | Rizky Amalia Amin | ||||||||||||
| Date Deposited: | 17 Jun 2025 06:57 | ||||||||||||
| Last Modified: | 18 Jun 2025 02:05 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/38126 |
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Pengaruh E-WOM dan Kualitas Produk Terhadap Keputusan Pembelian Cream Blush Wardah Colorfit di Kota Surabaya. (deposited UNSPECIFIED)
- Pengaruh E-WOM dan Kualitas Produk Terhadap Keputusan Pembelian Cream Blush Wardah Colorfit di Kota Surabaya. (deposited 17 Jun 2025 06:57) [Currently Displayed]
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