The Influence of Electronic Word of Mouth and Product Quality on Triplefstore Product Purchasing Decisions Through the Shopee Marketplace In Ciledug Tangerang

Dintia Faradila Dintia Faradila

doi:10.61536/escalate.v4i3.825

Authors

Dintia Faradila Dintia Faradila universitas pamulang

DOI:

https://doi.org/10.61536/escalate.v4i3.825

Keywords:

Keywords: Electronic Word of Mouth, Product Quality, and Purchase Decision

Abstract

This study aims to determine the influence of Electronic Word of Mouth (X1) and Product Quality (X2) on Purchasing Decisions (Y) at the Triplefstore Store through the Shopee Marketplace in Ciledug, Tangerang. This study uses a quantitative method. The population in this study is Triplefstore consumers in 2025, amounting to 3,912 people. The sample used in this study was 98 respondents using a probability sampling technique, namely simple random sampling. The analysis used in this study is associative statistical analysis, validity test, reliability test, classical assumption test, correlation coefficient test, simple linear regression analysis, multiple linear regression analysis and hypothesis test using SPSS version 25. the correlation coefficient produces a value (R) of 0.858 where there is a very strong relationship between variables, the determination coefficient obtained an R Square value of 0.736 indicating that the influence of Electronic Word of Mouth on Purchasing Decisions is 73.6%. The Product Quality variable has a significant effect on Purchasing Decisions, this is proven by the calculated t value (15.404) > t table (1.985) and a significance level of 0.000 < 0.05, the correlation coefficient produces a value (R) of 0.844 where there is a very strong relationship between variables, the determination coefficient obtained an R Square value of 0.712 indicating that the influence of Product Quality on Purchasing Decisions is 71.2%. Based on the simultaneous test of the Electronic Word of Mouth and Product Quality variables together have a significant effect on Purchasing Decisions, this is proven by the calculated F value (212.511) > F table (3.09) and a significance level of 0.000 < 0.05, the correlation coefficient produces a value (R) of 0.904 where there is a very strong relationship between variables, the determination coefficient obtained an R Square value of 0.817 indicating that the influence of Electronic Word of Mouth and Product Quality on Purchasing Decisions is 81.7%, while the remaining 18.3% is influenced by other variables not examined in this study.

Keywords: Electronic Word of Mouth, Product Quality, and Purchase Decision

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