The Influence of Product Quality, E-WOM And Brand Ambassadors on Purchasing Decisions for Somethinc Products (Study on Students of the Faculty of Economics and Business, Wijaya Kusuma University Surabaya)

Teresa Ika Oktaviani, Dwi Indah Mustikorini

In recent years, the trend of using skincare has been very beneficial for skin improvement. The beauty industry is very competitive and each brand has many creative ways of presenting skincare products. In people's lives, especially women, of course, care a lot about their appearance. The purpose of this study was to determine the effect of product quality, E-WOM, and Brand Ambassador on Purchasing Decisions for Somethinc products for active students of the Faculty of Economics and Business, Wijaya Kusuma University Surabaya. The method used in this research is quantitative method, respondents totaling 110 students were taken using a questionnaire. The results showed that Product Quality and E-WOM had a significant effect on purchasing decisions for Somethinc products. While Brand Ambassador has no significant effect on purchasing decisions for Somethinc products.

2024/06/15

Product Quality, E-WOM, Brand Ambassador, Purchasing Decision

641

644

3047-857X

Proceedings of the International Symposium on Management (INSYMA)

Fakultas Bisnis dan Ekonomika, Universitas Surabaya

21