Pengaruh E-Service Quality Dan Electronic Word Of Mouth (E-WOM) Terhadap Keputusan Pembelian Produk Kosmetik Emina

(Studi Pada Remaja Di Kota Surabaya)

The Effect Of E-Service Quality And Electronic Word Of Mouth (E-WOM) On The Purchase Decision Of Emina Cosmetic Products

(Study On Youth In The City Of Surabaya)

Saat ini produk lokal sangat berkembang dan digemari para remaja, salah satunya adalah produk kosmetik. Produk kosmetik sering digunakan oleh masyarakat Indonesia khususnya perempuan dalam kehidupan sehari-hari sebagai kebutuhan harian. Ada berbagai macam pelaku bisnis yang menjual produk kosmetik, salah satunya yaitu Emina yang memberikan kelebihan dari produk yang ditawarkan. Penelitian ini bertujuan untuk mengetahuii pengaruh E-Service Quality & Electronic Word Of Mouth Terhadap Keputusan Pembelian Produk Kosmetik Emina Pada Masyarakat Di Kota Surabaya. Jenis penelitian berupa kuantitatif. Populasi penelitian yang diambil yakni masyarakat yang bertempat tinggal di Surabaya dengan usia 12 – 25 tahun dengan pengambilan sampel menggunakan metode non probability sampling, dan mendapatkan sampel berjumlah 210 responden. Analisis data berupa analisis regresi linier berganda dengan bantuan IBM SPSS versi 22. Hasil dari penelitian didapatkan variabel E-Service Quality (X1) & Electronic Word Of Mouth (X2) berpengaruh terhadap variabel Keputusan Pembelian (Y) baik secara parsial maupun simultan. Koefisien determinasi menunjukkan 2 variabel independen memberikan sumbangan sebesar 54,9% serta sisanya 45,1% dipengaruhi variabel lain.

Kata kunci: E-Service Quality; Electronic Word Of Mouth; Keputusan Pembelian.

Currently, local products are very developed and favored by teenagers, one of the product is cosmetic products. Cosmetic products are often used by Indonesian people, especially women in their daily life as their daily needs. There are various kinds of business people who sell cosmetic products, one of them is Emina who gives the advantages of the products offered. This study aims to determine the effect of E-Service Quality & Electronic Word Of Mouth on Emina Cosmetic Product Purchase Decisions in the Community of Surabaya City. This type of research is quantitative. The research population taken is people who live in Surabaya with the age of 12-25 years by taking samples using non-probability sampling methods, and getting a sample of 210 respondents. Data analysis is in the form of multiple linear regression analysis with the help of IBM SPSS version 22. The results of the study showed that the E-Service Quality (X1) & Electronic Word Of Mouth (X2) variables had an effect on the Purchase Decision (Y) variable either partially or simultaneously. The coefficient of determination shows that 2 independent variables contributed 54.9% and the remaining 45.1% was influenced by other variables.

Keywords : E-Service Quality; Electronic Word Of Mouth; Purchase Decision.