PENGARUH E-WOM, KUALITAS PRODUK DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PADA PENGGUNA PRODUK SKINCARE THE ORIGINOTE DI JAWA BARAT

This study aims to analyze the effect of Electronic Word of Mouth (e-WOM), product quality, and brand image on purchasing decisions for The Originote skincare products in West Java. The research method used is a quantitative approach with purposive sampling technique. Data was collected through questionnaires distributed to 216 respondents who use The Originote products in West Java. Data analysis using Structural Equation Modeling (SEM) with the help of SmartPLS 3.2.9 software. The results showed that e-WOM, product quality, and brand image have a positive and significant influence on purchasing decisions. Product quality has the greatest influence with a contribution of 39.9%, followed by e-WOM at 19.4%, and brand image at 11.1%. These findings indicate that companies need to focus their marketing strategies on improving product quality, managing positive e-WOM, and strengthening brand image to increase consumer purchasing decisions for The Originote skincare products in West Java.

Keywords: e-WOM, product quality, brand image, purchase decision, skincare