The Effect of Product Quality, Social Media Marketing, E-WOM and Promotion on Consumer Purchasing Decisions for Azarine Sunscreen Products

Putri Rahmawati; Erny Rachmawati; Tri Septin Muji Rahayu; Fatmah Bagis

doi:10.55927/ijbae.v4i4.229

Authors

Putri Rahmawati University of Muhammadiyah Purwokerto
Erny Rachmawati Universitas Muhammadiyah Purwokerto
Tri Septin Muji Rahayu Universitas Muhammadiyah Purwokerto
Fatmah Bagis Universitas Muhammadiyah Purwokerto

DOI:

https://doi.org/10.55927/ijbae.v4i4.229

Keywords:

Product Quality, Social Media Marketing, E-WOM, Promotion and Purchasing Decisions

Abstract

This study aims to analyze the effect of product quality, social media marketing, electronic word-of-mouth (E-WOM), and promotion on consumer purchasing decisions for Azarine sunscreen products in Purwokerto. This quantitative research involved 184 respondents selected through purposive sampling technique. Analyzed with the help of SmartPLS 3.0. The results showed that all independent variables had a positive effect on consumer purchasing decisions. These findings highlight the importance of product excellence, digital marketing strategies, and promotional efforts in influencing consumer behavior in the skincare sector.

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