PENGARUH ELECTRONIC WORD OF MOUTH (e-wom) TERHADAP KEPUTUSAN PEMBELIAN PRODUK WARDAH (SURVEI PADA PENGGUNA PRODUK WARDAH DI JAKARTA)

Sri Maharani. 2020. The Influence Of Electronic word of mouth On Purchase Decision Of Wardah Products. (Survey On Users Of Wardah Products In Jakarta). Marketing Management study program DIII. Faculty of Economics Universitas Negeri Jakarta. This study aims to : 1) Find out about electronic word of mouth of wardah products. 2) Find out about purchase decision of wardah products. 3) Find out influence of electronic word of mouth on purchase decision of wardah products. In this study, the data obtained from questionnaires distributed to 120 respondents who had use or purchased wardah products. The data analysis method used is a simple linear regression analysis. The results of the analysis of the this study can be seen that electronic word of mouth (ewom) have a positive effect on purchasing decisionby 18,5% and the remaining 81,5% is influenced by other factors such as product quality, price perception, packaging, promotion and others. Keyword : Electronic word of mouth, Purchase Decision, Wardah Products