PENGARUH KUALITAS PRODUK, KEKUATAN ELECTRONIC WORD OF MOUTH DAN KEWAJARAN HARGA TERHADAP KEPUTUSAN PEMBELIAN HIJAB ELZATTA DI SIDOARJO

In the post pandemic era, muslim fashion industries such as Elzatta face challenges in the form of market declines, tight competition, and changes in consumer behavior. This condition encourages the importance of understanding the factors that influence consumer purchasing decisions. This study aims to determine the effect of product quality, the strength of the electronic word of mouth (E-WOM), and the reasonableness of the price on the decision to purchase the Elzatta hijab in Sidoarjo. The approach used is quantitative with the Explanatory Research method. Data was collected through a questionnaire survey of 133 respondents using accidental sampling techniques. The analysis was carried out with multiple linear regression using SPSS 21. The results showed that product quality had a positive and insignificant effect on purchasing decisions. Conversely, the power of electronic Word of Mouth and the fairness of prices has a positive and significant effect. Suggestions from this research are so that Elzatta is more focused on strengthening digital communication strategies, especially electronic Word of Mouth, and maintaining the fairness of prices according to consumer perceptions, in order to increase competitiveness and encourage purchasing decisions.