Pengaruh Kualitas Produk, E-WOM, dan Brand Image terhadap Keputusan Pembelian Produk Parfum HMNS di Kalangan Generasi Z Surabaya

Fenomena Meningkatnya minat Generasi Z terhadap penggunaan parfum lokal mendorong persaingan antar merek dalam memengaruhi keputusan pembelian konsumen. HMNS merupakan salah satu merek parfum lokal yang populer di kalangan Generasi Z. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, electronic word of mouth (e-WOM), dan brand image terhadap keputusan pembelian produk parfum HMNS pada Generasi Z di Surabaya. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Sampel penelitian berjumlah 401 responden yang dipilih menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan regresi linier berganda dengan bantuan IBM SPSS Statistics 25. Hasil uji koefisien determinasi menunjukkan nilai R² sebesar 0,608 atau 60,8% yang berarti variabel dalam penelitian mampu menjelaskan keputusan pembelian sebesar 60,8% sedangkan sisanya 39,2% dipengaruhi oleh variabel lain di luar penelitian. Hasil Penelitian menunjukkan bahwa : (1) Kualitas produk berpengaruh terhadap keputusan pembelian produk parfum HMNS di kalangan gen Z Surabaya, (2) e-WOM berpengaruh terhadap keputusan pembelian produk parfum HMNS di kalangan gen Z Surabaya, (3) Brand Image berpengaruh terhadap keputusan pembelian produk parfum HMNS di kalangan gen Z Surabaya.

==================================================================================================

The increasing interest of Generation Z consumers in locally produced perfumes has intensified competition among brands seeking to influence consumers purchase decisions. HMNS is one of the local perfume brands that has gained considerable popularity among Generation Z. This study aims to analyze the influence of product quality, electronic word of mouth (e-WOM), and brand image on the purchase decision of HMNS perfume products among Generation Z consumers in Surabaya.
This study employed a quantitative approach using a survey method. A total of 401 respondents were selected through purposive sampling. Data were collected through questionnaires and analyzed using multiple linear regression with IBM SPSS Statistics 25. The coefficient of determination analysis yielded an R² value of 0.608, indicating that product quality, electronic word of mouth (e-WOM), and brand image jointly explained 60.8% of the variance in purchase decision, while the remaining 39.2% was attributable to factors beyond the scope of this study. The findings further indicate that: (1) product quality has a positive and statistically significant influence on the purchase decision of HMNS perfume products among Generation Z consumers in Surabaya; (2) electronic word of mouth (e-WOM) has a positive and statistically significant influence on purchase decision; and (3) brand image has a positive and statistically significant influence on purchase decision.