PENGARUH KUALITAS PRODUK, PERSEPSI HARGA DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP KEPUTUSAN PEMBELIAN ONLINE STORE DI HAZESAC

This research aims to find out how product quality, price perception, and electronic word of mouth influence online store purchasing decisions in Hazesac. This research was conducted on Hazesac consumers with a total of 100 respondents taken using purposive sampling techniques. Data collection used a questionnaire and the data measurement used was a Likert scale. The test instruments in this research are validity and reliability tests, as well as data analysis techniques using classic assumption tests, multiple linear regression analysis and hypothesis testing. The results of this research show that product quality and price perception have a positive and significant influence on online store purchasing decisions in Hazesac. Meanwhile, electronic word of mouth has a negative and significant effect on online store purchasing decisions in Hazesac.