Influence of Electronic Word Of Mouth, Product Quality and Price Fairness on Purchase Decision Wardah Cosmetic Products

Adzima Qalsum, Yusmar Ardhi Hidayat, Mona Inayah Pratiwi

Abstract


This research focuses on exploring the important role of positive reviews in increasing consumer purchasing decisions, as well as how Wardah, as one of Indonesia's most prominent beauty brands, can utilize social media marketing to amplify those positive reviews. Positive reviews have proven to be a key factor in building consumer trust and influencing purchasing decisions in today's digital era. The present study employs quantitative research methodology, utilizing nonprobability sampling approaches in the form of incidental sampling. A questionnaire was utilized for data collection, with 384 Wardah clients receiving it. The findings demonstrated that Price Fairness, Product Quality, and Electronic Word of Mouth all positively impacted purchasing decisions, sometimes concurrently. The goal of the study is to determine how consumers' decisions to buy Wardah cosmetic items are influenced by electronic positive vibes, product quality, and pricing justice. The study integrates social media marketing theory to find out how consumer interactions and reviews on digital platforms can strengthen online product recommendations so that they are expected to increase purchasing decisions. This study suggests that companies strengthen and manage their image online to maximize social media marketing through relevant content both in terms of quality and price. To encourage consumers to decide to buy Wardah cosmetic products

Keywords


electronick word of mouth, product quality, price fairness, purchase decision.

Full Text:

PDF

References


Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.

Ajzen, I., & Fishbein, M. (1988). Theory of reasoned action-Theory of planned behavior. University of South Florida, 2007, 67-98.

De Wulf, K. (1999). The role of the seller in enhancing buyer-seller relationships: Empirical studies in a retail context. Ghent University,

Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). e-WOM Scale: Word-of-Mouth Measurement Scale for e-Services Context*. Canadian Journal of Administrative Sciences-revue Canadienne Des Sciences De L Administration, 27, 5-23.

H Nasir Asman, M. (2021). Studi Kelayakan Bisnis (Pedoman Memulai Bisnis Era Revolusi Industri 4.0): Penerbit Adab.

Hidayat, Y. A., & Ramadhani, F. N. (2023). The influence of digital marketing orientation on export intention: mediation impact of export channel selection. SEA-Practical Application of Science, Year (volume) XI(32), 123-131.

Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.

Kotler. (2009). Manajemen pemasaran, Pepustakaan binadarma.ac.id. In.

Kotler&, & Amstrong, K. d. (2018). Prinsip-Prinsip Pemasaran jilid 1 dan 2 edisi 12. Jakarta: Erlangga.

Setiawan, A., Riyadi, R., Wahyuni, S., & Saptianing, S. (2023). The role of core marketing capability in the relationship between marketing competitive curriculum and marketing employability performance. International Journal of Education, Vocational and Social Science, 2(02), 209-222.

Simbolon, F. P., Handayani, E. R., & Nugraedy, M. (2020). The Influence of Product Quality, Price Fairness, Brand Image, and Customer Value on Purchase Decision of Toyota Agya Consumers: A Study of Low Cost Green Car. Binus Business Review, 11(3), 187-196.

Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alphabet.

Xia, L., Monroe, K. B., & Cox, J. L. (2004). The price is unfair! A conceptual framework of price fairness perceptions. Journal of marketing, 68(4), 1-15.

Zheng, Y.-H., Xu, T., Shi, G., & Jiang, L. (2023). I want to go there too! Tourism destination envy in social media marketing. Heliyon, 9(12), 1. doi:https://doi.org/10.1016/j.heliyon.2023.e22889




DOI: http://dx.doi.org/10.32497/ab.v25i3.6005

Refbacks

  • There are currently no refbacks.


View My Stats