The Influence of Brand Image, Product Variety, and E-Word of Mouth on Purchasing Decisions for Maybelline Products in Karawang (A Case Study of Maybelline Product Users in Karawang Regency)
DOI:
https://doi.org/10.35334/8qxqbg57Keywords:
Brand Image, Purchase Decision, Product Variety, Electronic Word of MouthAbstract
The cosmetics industry in Indonesia has experienced increasing competition, making it important to understand the factors influencing consumers’ purchase decisions. This study aims to examine the effects of Brand Image, Product Variety, and Electronic Word of Mouth (e-WOM) on the purchase decisions of Maybelline products in Karawang Regency. A quantitative approach was employed using a survey of 96 respondents who had purchased or used Maybelline products. Data were analysed using regression analysis, t-tests, and an F-test. The results show that Brand Image, Product Variety, and e-WOM each have a positive and significant effect on purchase decisions. Brand Image obtained a beta coefficient of 0.636, Product Variety 0.665, and e-WOM 0.694, with all significance values of 0.000. Simultaneously, the three variables significantly affect purchase decisions, with an F-value of 45.525 and a significance value of 0.000. These findings indicate that consumers’ purchase decisions are influenced by their perceptions of the brand, the availability of product alternatives, and information shared by other consumers through digital platforms. The findings provide practical implications for strengthening brand management, product offerings, and digital communication strategies.Downloads
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