Product Quality and Electronic Word of Mouth as Predictors of Purchase Decisions for OMG Cosmetics
Authors/Creators
- 1. Management Study Program, Faculty of Economics and Business, Universitas Muhammadiyah Cirebon, Indonesia
Description
This study examines the individual and joint relationships of product quality and electronic word of mouth (e-WOM) with purchase decisions for OMG (Oh My Glam) cosmetics among female students at the Faculty of Economics and Business, Universitas Muhammadiyah Cirebon, Indonesia. A quantitative survey involved 84 purposively selected respondents from the 2022–2025 entry cohorts, drawn from a sampling frame of 531 students. Data were collected through a 16-item questionnaire using five-point Likert scales and analyzed with IBM SPSS Statistics 27 through instrument assessment, regression diagnostics, and multiple linear regression. Product quality was positively and significantly associated with purchase decisions (B = 0.453, β = 0.614, t = 10.009, p < .001). E-WOM also showed a positive and significant association (B = 0.281, β = 0.522, t = 8.509, p < .001). The overall model was significant, F(2, 81) = 92.834, p < .001, explaining 69.6% of the variance in purchase-decision scores (adjusted R² = .689). Product quality had the larger standardized coefficient. Descriptive analysis yielded overall means of 3.35 for product quality, 3.31 for e-WOM, and 3.38 for purchase decisions, with formula comfort, active online discussion, and repurchase intention emerging as comparatively weak aspects. The findings suggest that perceived product performance and credible online consumer communication merit coordinated attention. Interpretation is limited to associations within a purposively selected, single-institution sample.
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Additional details
References
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