{"title":"网络口碑（E-WOM）和产品创新对Jombang地区Revlon产品购买决策的影响","authors":"Ratna Fransiska Anggraeni, Siti Aminah","doi":"10.47467/alkharaj.v6i2.4509","DOIUrl":null,"url":null,"abstract":"Revlon is a cosmetic company from the United States which was founded in 1932 by Charles Revson and Joseph Revson with a chemist Charles Lachman. For this reason, so that the product remains in demand by consumers, the purpose of this study is to determine and analyze the effect of E-WOM and product innovation on purchasing decisions for Revlon products in Jombang Regency. The research method used is a quantitative method by distributing questionnaires. The population in this study are female consumers who use Revlon products who live in Jombang Regency. The sample in this study used a purposive sampling technique with a total sample of 96 respondents. Data analysis technique uses PLS with SmartPLS 3.0 software. The results of this study indicate that E-WOM has a positive and significant influence on purchasing decisions and product innovation has a positive and significant influence on purchasing decisions.
 Keywords: E-WOM; Product Innovation; Buying decision","PeriodicalId":55688,"journal":{"name":"Amwaluna Jurnal Ekonomi dan Keuangan Syariah","volume":"27 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2023-10-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Pengaruh E-WOM dan Inovasi Produk terhadap Keputusan Pembelian Produk Revlon di Kabupaten Jombang\",\"authors\":\"Ratna Fransiska Anggraeni, Siti Aminah\",\"doi\":\"10.47467/alkharaj.v6i2.4509\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Revlon is a cosmetic company from the United States which was founded in 1932 by Charles Revson and Joseph Revson with a chemist Charles Lachman. For this reason, so that the product remains in demand by consumers, the purpose of this study is to determine and analyze the effect of E-WOM and product innovation on purchasing decisions for Revlon products in Jombang Regency. The research method used is a quantitative method by distributing questionnaires. The population in this study are female consumers who use Revlon products who live in Jombang Regency. The sample in this study used a purposive sampling technique with a total sample of 96 respondents. Data analysis technique uses PLS with SmartPLS 3.0 software. The results of this study indicate that E-WOM has a positive and significant influence on purchasing decisions and product innovation has a positive and significant influence on purchasing decisions.
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Pengaruh E-WOM dan Inovasi Produk terhadap Keputusan Pembelian Produk Revlon di Kabupaten Jombang
Revlon is a cosmetic company from the United States which was founded in 1932 by Charles Revson and Joseph Revson with a chemist Charles Lachman. For this reason, so that the product remains in demand by consumers, the purpose of this study is to determine and analyze the effect of E-WOM and product innovation on purchasing decisions for Revlon products in Jombang Regency. The research method used is a quantitative method by distributing questionnaires. The population in this study are female consumers who use Revlon products who live in Jombang Regency. The sample in this study used a purposive sampling technique with a total sample of 96 respondents. Data analysis technique uses PLS with SmartPLS 3.0 software. The results of this study indicate that E-WOM has a positive and significant influence on purchasing decisions and product innovation has a positive and significant influence on purchasing decisions.
Keywords: E-WOM; Product Innovation; Buying decision
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