Sinaga, Maria Cristin Amelia (2026) PENGARUH KUALITAS PRODUK, ELECTRONIC WORD OF MOUTH (EWOM), DAN BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE SKINTIFIC DI KOTA SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to identify and analyse the influence of product quality, electronic word of mouth (EWOM) and brand ambassadors on purchasing decisions regarding Skintific skincare products in the city of Surabaya. This study employs a quantitative associative approach, with data collected through the distribution of questionnaires to respondents. The population in this study consists of consumers of Skintific skincare products in the city of Surabaya, whilst the research sample was determined using the Slovin formula, resulting in 100 respondents meeting the research criteria. Data analysis was conducted using multiple linear regression analysis with the aid of SPSS software to test the influence of independent variables on the dependent variable. The results of the study indicate that, simultaneously, product quality, electronic word of mouth (ewom), and brand ambassadors have a positive and significant influence on purchasing decisions, with a calculated F-value of 60.279. Partially, product quality has a positive and significant influence on purchasing decisions, whilst electronic word of mouth (ewom) and brand ambassadors do not have a significant influence on purchasing decisions. Furthermore, a coefficient of determination (R²) of 0.653 was obtained, indicating that 65.3% of the variation in purchasing decisions can be explained by the variables of product quality, electronic word of mouth (ewom), and brand ambassadors, whilst the remaining 34.7% is influenced by other factors outside the research model.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Maria Cristin | ||||||||
| Date Deposited: | 18 May 2026 06:53 | ||||||||
| Last Modified: | 18 May 2026 06:53 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/51860 |
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