Pengaruh Kualitas Produk, Promosi, dan E-WOM Terhadap Keputusan Pembelian Viva Cosmetics di Kota Batam
DOI:
https://doi.org/10.35870/jemsi.v12i2.6208Keywords:
E-WOM, Product Quality, Promotion, Purchasing DecisionsAbstract
This study was designed to examine the influence of product quality, promotional activities, and e-WOM on the formation of purchasing decisions for Viva Cosmetics products in Batam City. The research design used a descriptive quantitative approach that aims to describe the causal relationship between variables through objective measurements. The study involved 100 respondents who were users and buyers of Viva Cosmetics, with the sample selection technique being purposive sampling according to predetermined criteria and strengthened through Lemeshow calculations to ensure sample adequacy. The research data were analyzed through several statistical stages, including instrument feasibility testing, classical assumption testing, multiple linear regression analysis, and hypothesis testing to determine the level of contribution of each independent variable to purchasing decisions. The findings from the multiple linear regression analysis showed that product quality contributed 19.1% to purchasing decisions. Furthermore, promotions contributed 24.0%, and e-WOM contributed 37.2%. The results of the coefficient of determination (R²) test indicate that a value of 83.7% reflects the ability of the product quality, promotion, and e-WOM variables simultaneously to explain the majority of changes in Viva Cosmetics purchasing decisions in Batam City. The results of the t-test and F-test can conclude that these three variables have a significant role, both individually and collectively, in influencing the purchasing decisions of Viva Cosmetics products in Batam City.
Downloads
References
Anggraini, E., & Husein, A. E. (2025). Pengaruh e-wom, kualitas produk dan kepercayaan terhadap keputusan pembelian produk Nivea body serum di Kota Batam. JBMA: Jurnal Bisnis Manajemen Dan Akuntansi, 12(2), 46–59.
Arum, J. S., & Achmad, N. (2023). The effect of promotion, price and product quality on Wardah skincare purchasing decisions. Jurnal Ilmiah Manajemen Kesatuan, 12(2), 451–458. https://doi.org/10.37641/jimkes.v12i2.2516.
Fadila, P. C. N., & Yulianto, A. E. (2025). Pengaruh kualitas produk, media sosial dan word of mouth terhadap keputusan pembelian pada UMKM Moo Bakso di Kabupaten Sidoarjo. Jurnal Ilmu Dan Riset Manajemen, 14(10), 1–18.
Farizy, N., & Harsoyo, T. (2023). The effect of electronic word of mouth, emotional branding and brand characteristic on fashion product purchasing decisions in e-commerce platform. Jurnal Ilmiah Manajemen Kesatuan, 11(3), 807–816. https://doi.org/10.37641/jimkes.v11i3.2196.
Gulo, T., Suryati, L., & Ginting, R. S. I. (2022). Analisis pengaruh kualitas produk, harga dan promosi terhadap keputusan pembelian pada Fa. Banang Jaya. Jurnal Ilmiah Manajemen Kesatuan, 10(3), 545–558. https://doi.org/10.37641/jimkes.v10i3.1508.
Handayani, N., & Sutawijaya, A. H. (2024). Impact of product quality and brand image on purchase decision for LGNSHOP fashion products. Jurnal Ilmiah Manajemen Kesatuan, 12(4), 1413–1426. https://doi.org/10.37641/jimkes.v12i4.2436.
Lestari, A. D., & Evyanto, W. (2025). Pengaruh eWOM, citra merek dan kemudahan penggunaan terhadap keputusan pembelian pada Blibli di Kota Batam. Jurnal Ekonomi & Manajemen Indonesia, 25(1), 80–92. https://doi.org/10.53640/jemi.v25i1.1828.
Lorenza, D., & Saputra, A. (2024). Pengaruh kepercayaan, citra merek dan promosi terhadap keputusan pembelian two way cake Viva di Kota Batam. Jurnal Ekonomi Dan Manajemen Indonesia, 24(2), 31–43.
Maulidya, V. Z., Oetarjo, M., & Yulianto, M. R. (2025). The influence of brand image, e-WOM, and customer rating on purchase decisions on Shopee e-commerce. Jurnal Ilmiah Manajemen Kesatuan, 13(1). https://doi.org/10.36555/almana.v6i1.1647.
Nadeak, B. S. N., & Sukarno, A. (2024). The effect of social media marketing, e-WOM, and store atmosphere on consumer purchasing decisions. Jurnal Ilmiah Manajemen Kesatuan, 12(2), 203–212. https://doi.org/10.37641/jimkes.v11i2.1750.
Nadirah, A., Risal, M., & Ikhwan, N. (2023). Effect of product quality and promotion on purchasing decisions. Jurnal Ekonomi, Bisnis & Entrepreneurship, 17(2), 390–398. https://doi.org/10.55208/jebe.v17i2.444.
Putri, G. V., & Ramadhani, Y. C. (2025). Pengaruh citra merek, kualitas produk, dan harga terhadap keputusan pembelian produk mobil listrik Wuling (studi pada kalangan milenial Surabaya). Jurnal Ilmu Dan Riset Manajemen, 14(11), 1–17.
Putri, S. H. D. E., & Saputra, A. (2023). Pengaruh citra merek, kepercayaan dan kualitas produk terhadap keputusan pembelian Pixy two way cake di Kota Batam. Jurnal Ekonomi Dan Manajemen Indonesia, 23(2), 60–71.
Rahmawati, E., & Suhardi. (2025). Pengaruh brand image, kualitas produk dan variasi produk terhadap keputusan pembelian produk skincare Lacoco di Kota Batam. Jurnal Mahasiswa Ekonomi & Bisnis, 5(3), 1333–1344.
Ristanti, V., Haryati, T., & Igo, A. (2024). The effect of product quality and promotion on purchase decision. Jurnal Ilmiah Manajemen Kesatuan, 12(3), 547–554. https://doi.org/10.37641/jimkes.v12i3.2519.
Rizki, M., & Santosa, A. (2024). The effect of product quality, electronic word of mouth and lifestyle on purchasing decisions in generation Z. Jurnal Ilmiah Manajemen Kesatuan, 12(3), 565–574. https://doi.org/10.37641/jimkes.v12i3.2524.
Saputri, N. F., & Suhardi. (2023). Pengaruh kualitas produk, citra merek dan word of mouth terhadap keputusan pembelian produk two way cake Pixy. Jurnal Disrupsi Bisnis, 6(4), 376–386.
Sembiring, S., & Suhardi. (2024). Pengaruh kepercayaan, promosi dan kemudahan penggunaan terhadap keputusan pembelian pada Grabfood di Kota Batam. Jurnal Ilmiah Feasible: Bisnis, Kewirausahaan & Koperasi, 6(1), 37–50.
Sujana, S., & Adikarjo, A. W. (2023). Pengaruh kualitas produk dan harga terhadap keputusan pembelian produk Dettol hand sanitizer saat pandemi COVID-19. Jurnal Ilmiah Manajemen Kesatuan, 11(2), 279–290. https://doi.org/10.37641/jimkes.v11i2.1881.
Sulistiono, S., Maghfirah, A. Al, & Astrini, D. (2024). The influence of service quality, product quality, and brand image on purchasing decisions case study of Nako Kebon Jati Bogor coffee. Jurnal Ilmiah Manajemen Kesatuan, 12(3), 599–608. https://doi.org/10.37641/jimkes.v12i3.2539.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Sherent Sherent, Alice Erni Husein, Sri Astuti
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.
