The Influence of Electronic Word of Mouth and Product Diversity on Purchasing Decisions for Hanasui Cosmetic Products

Zulfa Afifah  Nur'aini; Datien Eriska  Utami

doi:10.21111/at.v10i2.13953

Authors

Zulfa Afifah Nur'aini UIN Raden Mas Said Surakarta
Datien Eriska Utami UIN Raden Mas Said Surakarta

DOI:

https://doi.org/10.21111/at.v10i2.13953

Keywords:

Electronic Word of Mouth, product diversity, purchasing decisions

Abstract

This study analyzes the influence of Electronic Word of Mouth (E-WOM) and product diversity on purchasing decisions for Hanasui cosmetics in Klaten. The primary objective of this study is to understand how these two factors influence consumer behavior in determining product choices.The study employed a quantitative survey method, distributing questionnaires to 100 respondents. IBM SPSS Statistics v23 x64 was used to analyze the data to obtain accurate and valid results. The findings of the study indicate that both E-WOM and product diversity exert a significant positive influence on purchase decisions, thereby confirming that effective marketing strategies, including the utilization of digital consumer reviews and the provision of a wide product variety, play an important role in increasing consumer attraction and interest in Hanasui cosmetic products.

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