PENGARUH KUALITAS PRODUK DAN E-WOM TERHADAP KEPUTUSAN PEMBELIAN MELALUI NILAI PELANGGAN DI ESTERAKYAT

Abstract

The purpose of this study was to determine the effect of Product Quality and E-WOM on Purchasing Decisions through Customer Value. The population in the study was consumers who bought Esterakyat products. The sampling technique used is purposive sampling with a sample number of 198 respondents. The method of collecting data is based on questionnaires shared with respondents. The analysis used is quantitative analysis by analyzing data using path analysis. The results showed that product quality has a significant influence on customer value, e-wom has a significant influence on purchasing decisions, while product quality does not have an indirect influence on the whiteness of purchases through customer value and e-wom does not have an indirect influence on purchasing decisions through customer value in Esterakyat.