Pengaruh Electronic Word of Mouth terhadap Keputusan Pembelian: Studi Kasus Produk Skincare Glad2Glow

Henjelina Shintami Pali’ ; Abedneigo. C. Rambulangi ; Mince Batara
Prosiding Seminar Nasional Manajemen dan Ekonomi 📅 2025 Vol 4, No 2 🔗 DOI: 10.59024/semnas.v4i2.670
Abstract
This study aims to determine the effect of Electronic Word of Mouth on Purchase Decisions (a case study of Glad2Glow skincare products). The population of this study consists of consumers who use Glad2Glow skincare products, with the sampling technique using accidental sampling. This research employs a quantitative method. The object of this study is users of Glad2Glow products who purchase skincare products at Glowtica Beauty Store. Data were collected through questionnaires measured using a Likert scale. The data analysis technique used is simple linear regression, processed with the assistance of SPSS software. The results of the t-test indicate that the Electronic Word of Mouth variable (X) has a significant effect on Purchase Decisions, with a significance value of 0.000 < 0.05 and a t-value of 6.069 > t-table of 2.03224. Therefore, it can be concluded that Electronic Word of Mouth has a significant effect on the Purchase Decision of Glad2Glow skincare products. Based on the results of this study, it can be concluded that Electronic Word of Mouth has a positive influence on the purchase decision of Glad2Glow skincare products.
Keywords
Digital Marketing; Electronic Word of Mouth; Glad2Glow; Purchase Decision; Skincare Products
How to Cite

Henjelina Shintami Pali’, et al. (2025). Pengaruh Electronic Word of Mouth terhadap Keputusan Pembelian: Studi Kasus Produk Skincare Glad2Glow. Prosiding Seminar Nasional Manajemen dan Ekonomi, 4(2). https://doi.org/10.59024/semnas.v4i2.670

Henjelina Shintami Pali’; Abedneigo. C. Rambulangi; Mince Batara, "Pengaruh Electronic Word of Mouth terhadap Keputusan Pembelian: Studi Kasus Produk Skincare Glad2Glow," Prosiding Seminar Nasional Manajemen dan Ekonomi, vol. 4, no. 2, 2025.

Henjelina Shintami Pali’; Abedneigo. C. Rambulangi; Mince Batara. "Pengaruh Electronic Word of Mouth terhadap Keputusan Pembelian: Studi Kasus Produk Skincare Glad2Glow." Prosiding Seminar Nasional Manajemen dan Ekonomi, vol. 4, no. 2, 2025.

Henjelina Shintami Pali’; Abedneigo. C. Rambulangi; Mince Batara. "Pengaruh Electronic Word of Mouth terhadap Keputusan Pembelian: Studi Kasus Produk Skincare Glad2Glow." Prosiding Seminar Nasional Manajemen dan Ekonomi 4, no. 2 (2025).

Henjelina Shintami Pali’, et al. (2025) 'Pengaruh Electronic Word of Mouth terhadap Keputusan Pembelian: Studi Kasus Produk Skincare Glad2Glow', Prosiding Seminar Nasional Manajemen dan Ekonomi, 4(2). doi: 10.59024/semnas.v4i2.670.

Henjelina Shintami Pali’; Abedneigo. C. Rambulangi; Mince Batara. Pengaruh Electronic Word of Mouth terhadap Keputusan Pembelian: Studi Kasus Produk Skincare Glad2Glow. Prosiding Seminar Nasional Manajemen dan Ekonomi. 2025;4(2).

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