Pengaruh Persepsi Harga, Kualitas Produk Dan Electronic Word Of Mouth (E Wom) Terhadap Keputusan Pembelian Lipcream Implora Di Kalangan Generasi Z (Studi Kasus Mahasiswa Universitas 17 Agustus 1945 Surabaya)

Hamidah, Emi Selviatul (2025) Pengaruh Persepsi Harga, Kualitas Produk Dan Electronic Word Of Mouth (E Wom) Terhadap Keputusan Pembelian Lipcream Implora Di Kalangan Generasi Z (Studi Kasus Mahasiswa Universitas 17 Agustus 1945 Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh persepsi harga X1, kualitas produk X2, dan Electronic Word of Mouth X3 terhadap keputusan pembelian lipcream Implora pada Generasi Z. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei dan menyebarkan kuesioner kepada 96 responden. Analisis data dilakukan menggunakan regresi linier berganda melalui SPSS 27. Hasil penelitian menunjukkan bahwa variabel persepsi harga X1 berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai t-hitung sebesar 6,864 dan nilai signifikansi 0,000. Variabel kualitas produk X2 tidak berpengaruh signifikan dengan nilai t-hitung -0,466 dan nilai signifikansi 0,642. Variabel Electronic Word of Mouth X3 berpengaruh positif dan signifikan dengan nilai t-hitung 5,848 dan nilal signifikansi 0,000. Hasil uji F menunjukkan nilal f-hitung sebesar 53,572 dengan nilal signifikansi 0.000, sehingga ketiga variabel secara simultan berpengaruh signifikan terhadap keputusan pembelian. Nilal koefisien determinasi sebesar 0,610, yang berarti 61 variasi keputusan pembelian dapat dijelaskan oleh persepsi harga, kualitas produk, dan E-WOM, sedangkan sisanya 39 dijelaskan oleh variabel lain di luar penelitian. Kata kunci: persepsi harga, kualitas produk, E-WOM, keputusan pembelian, Implora.

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