The Effects of Electronic Word of Mouth and Product Quality Towards the Decision to Purchase the MS Glow Acne Series Bundle in Malang

Abstract

The rapid advancements of Information Technology enable online social networks to become a new medium for Electronic Word of Mouth (e-WOM) about the quality of purchasable goods. One of which is the Acne Series bundle produced by MS Glow. MS Glow is an Indonesian skin care and beauty company. This study aims to examine the effect of Electronic Word of Mouth (e-WOM) and Product Quality towards the decision to purchase the MS Glow Acne Series bundle in Malang, both partially and simultaneously. This study consists of two independent variables, which are Electronic Word of Mouth (e-WOM) and product quality, along with one dependent variable, that is Purchase Decision. This study was quantitative with giving questionnaires as data collection method. The samples in this study were 100 respondents who were selected using purposive sampling method. The data analysis method used is classical assumption testing and hypothesis testing. The results showed that: (1) e-WOM has a positive and significant effect on purchase decisions. (2) product quality has a positive and significant effect on purchase decisions. (3) e-WOM and product quality simultaneously have positive and significant effects on purchase decisions. Based on the results of the study, it is advised that MS Glow evaluates negative reviews about the Acne Series bundle on social media and improve its quality in order to increase sales.