Published: 2026-07-01

Pengaruh Kualitas Produk, Persepsi Harga, dan Brand Image terhadap Keputusan Pembelian dengan Electronic Word of Mouth sebagai Variabel Moderasi (Studi Kasus pada Produk Lipstik Make Over)

DOI: 10.35870/emt.v10i3.4787

Karina Putri Pertiwi, Iis Anisa Yulia, Dewi Fitrianti
  • Karina Putri Pertiwi: Universitas Nusa Bangsa
  • Iis Anisa Yulia: Universitas Nusa Bangsa Array (unauthenticated)
  • Dewi Fitrianti: Universitas Nusa Bangsa
Cover Jurnal EMT KITA Vol 10 No 3 Juli 2026
Article Metrics
Share:

Abstract

This study is designed to examine the effect of product quality, price perception, and brand image on the consumer purchasing decision-making process., with Electronic Word of Mouth (eWOM) as a moderating variable. The research sample included all customers of Make Over Lipstick products, with a total of 150 respondents. The data collection method in this study uses non-probability sampling techniques with an accidental sampling approach. Data analysis was carried out through two statistical approaches, namely multiple regression to test the direct relationship and moderation regression analysis to test the interaction effect. The research findings show that: (1) product quality and price perception statistically significantly influence purchasing decisions, (2) brand image does not have a significant impact, and (3) electronic word of mouth (eWOM) acts as a moderating variable that strengthens the effect of product quality and price perception, but is not effective in moderating the relationship between brand image and purchasing decisions.

Keywords

Product Quality; Price Perception; Brand Image; Electronic Word of Mouth; Purchase Decision

Peer Review Process

This article has undergone a double-blind peer review process to ensure quality and impartiality.

Indexing Information

Discover where this journal is indexed at our indexing page.

Open Science Badges

This journal supports transparency in research and encourages authors to meet criteria for Open Science Badges.

How to Cite

Pertiwi, K. P., Yulia, I. A., & Fitrianti, D. (2026). Pengaruh Kualitas Produk, Persepsi Harga, dan Brand Image terhadap Keputusan Pembelian dengan Electronic Word of Mouth sebagai Variabel Moderasi (Studi Kasus pada Produk Lipstik Make Over). Jurnal EMT KITA, 10(3), 1854-1866. https://doi.org/10.35870/emt.v10i3.4787
Article Information

This article has been peer-reviewed and published in the Jurnal EMT KITA. The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 10 No. 3 (2026)

  • Section: Articles

  • Published: 2026-07-01

AI Research Hub

This article is indexed and available through various AI-powered research tools and citation platforms. Our AI Research Hub ensures that scholarly work is discoverable, accessible, and easily integrated into the global research ecosystem.

Semantic Scholar Scite Dimensions Connected Papers
Scholarly Connection Platforms
Dimensions Dimensions Connected Papers Connected Papers Scite Scite Google Scholar Google Scholar Semantic Scholar Semantic Scholar Garuda Garuda Scilit Scilit Crossref Crossref BASE BASE Zenodo Zenodo Unpaywall Unpaywall OpenCitations OpenCitations
Author Biographies
Karina Putri Pertiwi, Universitas Nusa Bangsa
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Nusa Bangsa, Kota Bogor, Provinsi Jawa Barat, Indonesia.

Iis Anisa Yulia, Universitas Nusa Bangsa
Google Scholar ResearchGate

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Nusa Bangsa, Kota Bogor, Provinsi Jawa Barat, Indonesia.

Dewi Fitrianti, Universitas Nusa Bangsa
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Nusa Bangsa, Kota Bogor, Provinsi Jawa Barat, Indonesia.

References
  • Aghitsni, W. I., & Busyra, N. (2022). Pengaruh kualitas produk terhadap keputusan pembelian kendaraan bermotor di Kota Bogor. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 6(3), 38-51.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Ahmad, A. H., & Prastyani, D. (2024). Pengaruh kualitas produk dan citra merek terhadap keputusan pembelian konsumen melalui ekuitas merek pada produk kecantikan Somethinc. Profit: Jurnal Manajemen, Bisnis dan Akuntansi, 3(2), 194-210.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Andhika, N. M., & Wiyadi. (2023). Pengaruh brand image, kualitas produk, persepsi harga, gaya hidup terhadap keputusan pembelian. Jurnal Value, 18(1), 136-147.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Annung, P., & Mega, M. C. (2022). Pengaruh brand ambassador dan brand image terhadap minat beli yang berdampak pada keputusan pembelian. Iqtishaduna: Jurnal Ilmiah Ekonomi Kita, 11(1), 32-46.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Astuti, P. K. I., & Purnama, I. (2023). Pengaruh celebrity endorser, harga, dan kualitas produk terhadap keputusan pembelian produk Ms Glow (studi pada konsumen di Kota Bima). Jurnal Ilmiah Manajemen dan Kewirausahaan, 3(3), 139-148.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Astuti, R. Y., & Rinaldi, R. (2019). Hubungan antara brand image dengan loyalitas konsumen produk lipstik Wardah. Jurnal Reiset Psikologi, 3, 1-12.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Azahari, A., & Hakim, L. (2021). Pengaruh citra merek, kualitas produk, dan persepsi harga terhadap keputusan pembelian. Jurnal Manajemen, Organisasi, dan Bisnis Universitas Riau Kepulauan, 1(4), 553-564.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Dairina, L. (2022). Pengaruh brand image terhadap keputusan pembelian. AT-TAWASSUTH: Jurnal Ekonomi Islam, 7(1), 118-134.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Dzulkharnain, E. (2019). Pengaruh persepsi harga, citra merek, dan kualitas produk terhadap keputusan pembelian produk tas Sophie Martin di Kabupaten Sidoarjo. Jurnal OTISHA Deguity, 1(2).
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Edriani, D. (2021). Pengaruh persepsi harga dan kualitas produk terhadap keputusan pembelian konsumen. Jurnal Ekobistek, 132-135.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Febriyanti, F. N., & Dwijayanti, R. (2012). Pengaruh e-service quality dan electronic word of mouth (eWOM) terhadap keputusan pembelian produk kosmetik Emina (studi pada remaja di Kota Surabaya). Jurnal JIMEK, 2(2), 181-191.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Firmansyah, A. (2019). Pemasaran produk dan merek (Planning & Strategy). Surabaya: Penerbit Qiara Media.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Ghozali, I. (2018). Aplikasi analisis multivariate dengan program IBM SPSS 25 (Edisi 9). Semarang: Penerbit Universitas Diponegoro.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Gunawan, D., & Pertiwi, A. D. (2022). Pengaruh label halal, electronic word of mouth, dan kualitas produk terhadap keputusan pembelian skincare Safi melalui brand image dan brand trust. Jurnal Ilmiah Ekonomi Islam, 8(1), 815-824.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Hasna, S., & Irwansyah, I. (2019). Electronic word of mouth sebagai strategi public relation di era digital. Interaksi: Jurnal Ilmu Komunikasi, 8(1).
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Hendro, H., & Keni, K. (2020). eWOM dan trust sebagai prediktor terhadap purchase intention: Brand image sebagai variabel mediasi. Jurnal Komunikasi, 12(2).
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Karina, M., & Sari, N. E. (2023). Pengaruh kualitas produk, kualitas pelayanan, dan harga terhadap keputusan pembelian pada toko online TikTok Shop. Jurnal Madani: Ilmu Pengetahuan, Teknologi, dan Humaniora, 6(2), 101-116.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Kotler, P., & Armstrong, G. (2018). Dasar-dasar pemasaran (Jilid 1). Jakarta: Erlangga.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Kotler, P., & Keller, K. L. (2018). Manajemen pemasaran (Edisi 12, Jilid 1). Jakarta: PT Indeks.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Melan, R. (2023). Pengaruh brand image dan brand awareness terhadap keputusan pembelian konsumen Mixue. Journal on Education, 5(3), 8126-8137.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Nurul, K., Farhan, S., & Faroman, S. (2022). Pengaruh persepsi harga dan kualitas pelayanan terhadap keputusan pembelian di kafe Sudut Halaman. Jurnal Jaman, 2(3), 24-3024.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Oktaviani, B. R., & Estaswara, H. (2023). Pengaruh electronic word of mouth (eWOM) di media sosial Twitter @avoskinbeauty terhadap keputusan pembelian Avoskin. Jurnal Publish, 1(1), 10-24.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Resika, Y. (2020). Pengaruh kualitas produk terhadap keputusan pembelian kosmetik di Palembang. Majalah Ilmiah Manajemen STIE Aprin Palembang, 12(3), 22-31.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Rohmatul, U., & Kristina, A. H. (2022). Pengaruh kualitas produk, brand ambassador, dan persepsi harga terhadap keputusan pembelian Nature Republic. Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan, 4(6), Januari 2022.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Rosmiyati, S., et al. (2020). Perilaku konsumen dan perkembangannya di era digital. Bandung: Penerbit Widina Bhakti Persada.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Schiffman, L. G., & Kanuk, L. L. (2019). Consumer behavior (Edisi 20, Jilid 2). Jakarta: New Jersey.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Sinta, Y., & Ali, M. (2022). Pengaruh kualitas produk, persepsi harga, kualitas layanan, dan lokasi terhadap keputusan pembelian (studi pada pelanggan Sinestesa Coffeshop Pati). Manajemen, Universitas Stikubank Semarang.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Sopiawadi, M., Maharani, S., & Susandy, G. (2024). E-WOM memoderasi hubungan antara influencer dan duta merek terhadap keputusan pembelian konsumen (kasus pada konsumen Maybelline Lipstick di Subang, Jawa Barat). Jurnal Riset Bisnis dan Manajemen Tirtayasa, 8(1), 52-66.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Sugiyono, P. D. (2022). Metode penelitian kuantitatif. Bandung: Alfabeta.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Sugiyono. (2018). Metode penelitian kuantitatif, kualitatif, dan R&D. Bandung: Alfabeta.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Sutiyono, R., & Brata, H. (2020). The effect of prices, brand images, and after sales service on consumer purchasing decisions of PT. Krakatau Wajatama Osaka Steel. Dinasti International Journal of Education Management and Social Science, 1(6), 945–967.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Tjiptono, F. (2017). Pemasaran jasa (prinsip, penerapan, dan penelitian). Yogyakarta: CV. Andi Offset.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Zahra, K. F., Listyorini, S., & Pinem, R. J. (2021). Pengaruh celebrity endorser, electronic word of mouth, dan harga terhadap keputusan pembelian (studi pada konsumen kosmetik Wardah di Semarang). Jurnal Ilmu Administrasi Bisnis, 10(1), 965-973.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
License & Copyright
Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Authors who publish with this journal agree to the following terms:

1. Copyright Retention and Open Access License

Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).

This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

2. Rights Granted Under CC BY 4.0

Under this license, readers are free to:

  • Share — copy and redistribute the material in any medium or format
  • Adapt — remix, transform, and build upon the material for any purpose, including commercial use
  • No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed

3. Attribution Requirements

All uses must include:

  • Proper citation of the original work
  • Link to the Creative Commons license
  • Indication if changes were made to the original work
  • No suggestion that the licensor endorses the user or their use

4. Additional Distribution Rights

Authors may:

  • Deposit the published version in institutional repositories
  • Share through academic social networks
  • Include in books, monographs, or other publications
  • Post on personal or institutional websites

Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.

5. Self-Archiving and Pre-Print Sharing

Authors are encouraged to:

  • Share pre-prints and post-prints online
  • Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
  • Engage in scholarly communication throughout the publication process

6. Open Access Commitment

This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.

Downloads

Most read articles by the same author(s)

<< < 1 2 3 4 > >>