PENGARUH E-WOM DAN CUSTOMER REVIEW TERHADAP PURCHASE DECISION DENGAN PERCEIVED VALUE SEBAGAI VARIABEL INTERVENING (Studi Kasus pada Produk Glad2Glow di DKI Jakarta)

AYU TRI LESTARI, . (2025) PENGARUH E-WOM DAN CUSTOMER REVIEW TERHADAP PURCHASE DECISION DENGAN PERCEIVED VALUE SEBAGAI VARIABEL INTERVENING (Studi Kasus pada Produk Glad2Glow di DKI Jakarta). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Di era digital, konsumen sangat bergantung pada informasi daring seperti e-WOM dan customer review dalam purchase decision. Penelitian ini menganalisis pengaruh keduanya terhadap keputusan pembelian produk Glad2Glow di DKI Jakarta, dengan perceived value sebagai variabel intervening. Berdasarkan survei terhadap 217 responden dan analisis SEM dengan SPSS dan Amos, ditemukan bahwa e-WOM berpengaruh positif dan signifikan terhadap perceived value dan purchase decision, serta dimediasi secara signifikan oleh perceived value. Sebaliknya, customer review berpengaruh signifikan secara langsung terhadap keduanya, namun tidak dimediasi oleh perceived value. Temuan ini memperkuat pentingnya pengelolaan e-WOM dan review yang efektif serta komunikasi nilai produk dalam strategi pemasaran digital. Kata kunci: e-WOM, customer review, perceived value, purchase decision, pemasaran digital, skincare, Glad2Glow. ***** In the digital era, consumers increasingly rely on online information such as electronic word of mouth (e-WOM) and customer reviews to make purchasing decisions. This study examines the influence of both on purchase decisions for the Glad2Glow skincare product in DKI Jakarta, with perceived value as an intervening variable. Based on a survey of 217 respondents and analysis using SEM with SPSS and Amos, the results show that e-WOM has a positive and significant effect on both perceived value and purchase decision, with perceived value acting as a significant mediator. Meanwhile, customer reviews have a direct significant effect on both variables but are not significantly mediated by perceived value. These findings highlight the importance of effectively managing e-WOM and reviews, as well as communicating product value clearly in digital marketing strategies. Keywords: e-WOM, customer review, perceived value, purchase decision, digital marketing, skincare, Glad2Glow.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Nadya Fadillah Fidhyallah, S.Pd., M.Pd. 2). Rizka Zakiah, M.Pd.
Subjects:	Manajemen > Pendidikan, Riset Penelitian Bisnis Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Users 30257 not found.
Date Deposited:	11 Aug 2025 06:55
Last Modified:	11 Aug 2025 06:55
URI:	http://repository.unj.ac.id/id/eprint/59554

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