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
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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

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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
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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

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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
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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.

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