Jannah, Roudhotul (2025) Pengaruh Electronic Word Of Mouth Dan Kualitas Produk Terhadap Keputusan Pembelian Sunscreen Lotion Nivea di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the influence of Electronic Word of Mouth and product quality on the purchase decision of Nivea Sunscreen Lotion in Surabaya. This study was conducted on 98 respondents in Surabaya who had purchased Nivea Sunscreen Lotion. Data collection was carried out using a questionnaire distributed via Google Form. The used non-probability sampling with a purposive sampling technique. Data was measured using the Partial Least Square (PLS) analysis tool. The results showed a significant positive influence between Electronic Word of Mouth and purchasing decisions, and a significant positive relationship between product quality and purchasing decisions for Nivea Sunscreen Lotion in Surabaya. The product quality variable had the most significant influence on purchasing decisions. influential variable on purchasing decisions. Keywords: Electronic Word of Mouth; Product Quality; Purchasing Decision
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | 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: | Roudhotul _ Jannah | ||||||||
| Date Deposited: | 18 Jun 2025 07:06 | ||||||||
| Last Modified: | 18 Jun 2025 07:06 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/38327 |
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