The Influence Of Ewom By Beauty Blogger Tasya Farasya And Product Quality On The Decision To Purchase Somethinc Cushion

Authors

  • Mutiara Azahra Universitas Buana Perjuangan Karawang
  • Puji Isyanto Universitas Buana Perjuangan Karawang
  • Neni Sumarni Universitas Buana Perjuangan Karawang

DOI:

https://doi.org/10.58468/ijmeba.v4i1.137

Keywords:

EWOM, Product Quality, Purchase Decision, Somethinc

Abstract

Purpose of the study — This study aims to analyze the impact of electronic word-of-mouth (EWOM) by beauty bloggers on purchasing decisions for Somethinc cushion products, as well as to examine the influence of product quality on these purchasing decisions.

Research method—The research employed descriptive and verification methods, utilizing multiple linear regression analysis. A sample of 96 consumers who use Somethinc cushion products was analyzed, following Hair's formula.

Result— The findings indicate that the EWOM variable from beauty bloggers has a positive and significant influence on the decision to purchase Somethinc Cushion products. Additionally, product quality also shows a positive and very significant impact on purchasing decisions.

Conclusion— Consumers continue to seek information from beauty bloggers when making purchasing decisions, highlighting the importance of EWOM and product quality in the cosmetics market.

Published

2025-01-21