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:
https://doi.org/10.35870/emt.v10i3.4787Keywords:
Product Quality, Price Perception, Brand Image, Electronic Word of Mouth, Purchase DecisionAbstract
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.
Downloads
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.
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.
Andhika, N. M., & Wiyadi. (2023). Pengaruh brand image, kualitas produk, persepsi harga, gaya hidup terhadap keputusan pembelian. Jurnal Value, 18(1), 136-147.
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.
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.
Astuti, R. Y., & Rinaldi, R. (2019). Hubungan antara brand image dengan loyalitas konsumen produk lipstik Wardah. Jurnal Reiset Psikologi, 3, 1-12.
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.
Dairina, L. (2022). Pengaruh brand image terhadap keputusan pembelian. AT-TAWASSUTH: Jurnal Ekonomi Islam, 7(1), 118-134.
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).
Edriani, D. (2021). Pengaruh persepsi harga dan kualitas produk terhadap keputusan pembelian konsumen. Jurnal Ekobistek, 132-135.
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.
Firmansyah, A. (2019). Pemasaran produk dan merek (Planning & Strategy). Surabaya: Penerbit Qiara Media.
Ghozali, I. (2018). Aplikasi analisis multivariate dengan program IBM SPSS 25 (Edisi 9). Semarang: Penerbit Universitas Diponegoro.
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.
Hasna, S., & Irwansyah, I. (2019). Electronic word of mouth sebagai strategi public relation di era digital. Interaksi: Jurnal Ilmu Komunikasi, 8(1).
Hendro, H., & Keni, K. (2020). eWOM dan trust sebagai prediktor terhadap purchase intention: Brand image sebagai variabel mediasi. Jurnal Komunikasi, 12(2).
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.
Kotler, P., & Armstrong, G. (2018). Dasar-dasar pemasaran (Jilid 1). Jakarta: Erlangga.
Kotler, P., & Keller, K. L. (2018). Manajemen pemasaran (Edisi 12, Jilid 1). Jakarta: PT Indeks.
Melan, R. (2023). Pengaruh brand image dan brand awareness terhadap keputusan pembelian konsumen Mixue. Journal on Education, 5(3), 8126-8137.
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.
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.
Resika, Y. (2020). Pengaruh kualitas produk terhadap keputusan pembelian kosmetik di Palembang. Majalah Ilmiah Manajemen STIE Aprin Palembang, 12(3), 22-31.
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.
Rosmiyati, S., et al. (2020). Perilaku konsumen dan perkembangannya di era digital. Bandung: Penerbit Widina Bhakti Persada.
Schiffman, L. G., & Kanuk, L. L. (2019). Consumer behavior (Edisi 20, Jilid 2). Jakarta: New Jersey.
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.
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.
Sugiyono, P. D. (2022). Metode penelitian kuantitatif. Bandung: Alfabeta.
Sugiyono. (2018). Metode penelitian kuantitatif, kualitatif, dan R&D. Bandung: Alfabeta.
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.
Tjiptono, F. (2017). Pemasaran jasa (prinsip, penerapan, dan penelitian). Yogyakarta: CV. Andi Offset.
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.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Karina Putri Pertiwi, Iis Anisa Yulia, Dewi Fitrianti
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.
