Authors :
Sudaryanto Sudaryanto; Anifatul Hanim; Rizky Ramadyanti Defani
Volume/Issue :
Volume 7 - 2022, Issue 11 - November
Google Scholar :
https://bit.ly/3IIfn9N
Scribd :
https://bit.ly/3VSsU5m
DOI :
https://doi.org/10.5281/zenodo.7416801
Abstract :
This study aims to examine and analyse the
effect of electronic word of mouth (eWOM), brand
ambassadors, and prices on purchasing an interest in
Industrial Cosmetic Indonesia during the COVID-19
pandemic. The population of this research is University
students who are interested in buying products from
Industrial Cosmetic Indonesia. A purposive sampling
method was done to derive 108 samples. The data analysis
method used is multiple linear regression analysis. The
results showed that electronic word of mouth (eWOM),
brand ambassadors, and prices each significantly affected
Purchase Interest in Industrial Cosmetic Indonesia for
university students during the COVID-19 pandemic. The
research implies that healthcare and beauty cosmetics
products are persistent during the pandemic.
Keywords :
Electronic Word of Mouth(Ewom), Brand Ambassador, Prices, Purchase Interest.
This study aims to examine and analyse the
effect of electronic word of mouth (eWOM), brand
ambassadors, and prices on purchasing an interest in
Industrial Cosmetic Indonesia during the COVID-19
pandemic. The population of this research is University
students who are interested in buying products from
Industrial Cosmetic Indonesia. A purposive sampling
method was done to derive 108 samples. The data analysis
method used is multiple linear regression analysis. The
results showed that electronic word of mouth (eWOM),
brand ambassadors, and prices each significantly affected
Purchase Interest in Industrial Cosmetic Indonesia for
university students during the COVID-19 pandemic. The
research implies that healthcare and beauty cosmetics
products are persistent during the pandemic.
Keywords :
Electronic Word of Mouth(Ewom), Brand Ambassador, Prices, Purchase Interest.
