PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP PROSES PENGAMBILAN KEPUTUSAN PEMBELIAN SKIN CARE HADA LABO (STUDI KASUS PADA PENGUNJUNG WEBSITE FEMALEDAILY.COM)”

Abstract

The Influence of Electronic Word of Mouth Toward Hada Labo Skin Care Purchase Decision Process (Study case on femaledaily.com Website Visitors). Department of Business Administration Politeknik Negeri Jakarta. 2017. This study aims to determine the effect of electronic word of mouth on femaledaily.com website visitors to the process of Hada Labo skin care purchasing decision.The data were collected by using questionnaires distributed to 100 respondents. The research method used is survey research which is one part of quantitative research approach. Data analysis technique used in this research is parametric inferential statistical technique. The result of data analysis obtained is electronic word of mouth activity done by femaledaily.com visitors have positive and significant effect to decision making process of skin care Hada Labo, obtained from correlation coefficient result (R arithmetic) of 0.716 and determination coefficient value or Adjust R Square of 0.513. This indicates that if the electronic word of mouth on femaledaily.com visitors is improved, it will improve the decision making process of Hada Labo skin care purchasing.