INFLUENCE OF ELECTRONIC WORD OF MOUTH, PRODUCT QUALITY AND PRODUCT KNOWLEDGE TO PURCHASE DECISIONS BABA PERFUME IN BATAM CITY

Abstract

This research is to find out the influence of electronic word of mouth variables, product quality and product knowledge on purchasing decisions. The sample was taken using purposive sampling and using a lemeshow formula of 100 respondents. SPSS version 29. This research is included in quantitative research. The product quality has a positive and significant impact on the purchase decision of Baba Parfum in Batam City. The knowledge of the product has a significant and positive influence on the decision of the purchase of Baba Perfum in batam city. Electronic word of mouth, Product quality, Product knowledge have a positive and significant impact simultaneously on the purchase decision Baba Parfum in Batam City.