The Influence of Electronic Word of Mouth and Product Quality on the Decision to Purchase Car Carpet Products at CJ Accessories Stores at BSD Autopart

Hendrawan Sunatajaya; Veta Lidya Delimah Pasaribu

doi:10.55927/cjas.v3i8.74

Penulis

Hendrawan Sunatajaya Universitas Pamulang Tangerang Selatan
Veta Lidya Delimah Pasaribu Universitas Pamulang Tangerang Selatan

DOI:

https://doi.org/10.55927/cjas.v3i8.74

Kata Kunci:

Electronic Word of Mouth, Kualitas Produk, Purchase Decision

Abstrak

This study analyzes the influence of electronic word of mouth (E-WOM) and product quality on the decision to purchase car carpets at CJ Accessories Store, BSD Autopart. The method used was quantitative associative with a questionnaire to 93 consumers. The results of the partial test showed that E-WOM (X1) had a significant positive effect on the purchase decision (t count 3.787 > t table 1.986; sig. 0.000 < 0.05). Product quality (X2) also had a significant effect (t count 4.360 > 1.984; sig. 0.000 < 0.05) and had a more dominant influence than E-WOM. Simultaneous tests showed that both had a significant effect on purchasing decisions (F count 81.424 > F table 3.10; sig. 0.000 < 0.05). These findings confirm that consumers are more influenced by consistent, innovative, and expected product quality, although positive reviews on social media also play an important role in building trust and buying interest. Therefore, an effective marketing strategy requires a combination of improving product quality with the use of E-WOM. The researcher recommends CJ Accessories Stores to focus on strengthening product quality while optimizing digital promotions, especially through popular platforms such as TikTok, to increase customer satisfaction and ensure stable sales.

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