Effect of Electronic Word of Mouth, Discounted Prices and Bundling Packages on Consumer Purchase Decisions at Atika MUA Beauty Studio
Pengaruh Electronic Word of Mouth, Potongan Harga dan Paket Bundling terhadap Keputusan Pembelian Konsumen Atika MUA Beauty Studio
DOI:
https://doi.org/10.21070/ups.3257Keywords:
Electronic Word Of Mouth, Discounts, Bundling Packages, Purchase DecisionsAbstract
The aim of this study is to investigate whether electronic word of mouth, price reductions, and bundled packages collectively and individually impact purchasing choices. Data for this research were collected by administering questionnaires to respondents through Google Forms. The study comprised a sample of 96 participants. The research methodology employed was a survey approach, utilizing SPSS version 26. Various statistical tests including validity, reliability, normality, multicollinearity, heteroscedasticity, multiple linear regression, t-test, F-test, and coefficient of determination were conducted. The findings indicate that: (1) electronic word of mouth has a statistically significant partial influence on purchasing decisions; (2) price reductions also possess a statistically significant partial influence on purchasing decisions; (3) bundled packages similarly exhibit a statistically significant partial influence on purchasing decisions; and (4) collectively, electronic word of mouth, price discounts, and bundling packages significantly influence consumer purchasing decisions at Atika MUA Beauty Studio.
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