THE EFFECT OF PRICE AND WORD OF MOUTH ON THE ORIGINOTE SKINCARE PRODUCT PURCHASE SATISFACTION

Authors

  • hanna violakita Sihaloho universitas terbuka
  • Fadilla Ulfah

Keywords:

price influence, word of mouth influence, purchasing decision

Abstract

This study aims to investigate the effect of price and Word of Mouth (WOM) on satisfaction with the purchase of The Originote skincare products. Quantitative methods are used by applying multiple regression to survey data collected from consumers. The results of the analysis show that price has a significant positive effect on satisfaction with the purchase, while WOM has a significant negative effect. The interaction between price and WOM was also found to affect satisfaction with the purchase. Positive Word of Mouth can dampen the negative impact of high prices, while negative WOM can strengthen the negative impact of high prices. These findings highlight the importance of marketing strategies that focus on strengthening positive WOM and responding appropriately to negative reviews to increase satisfaction with the purchase. Although the regression model is able to explain most of the variation in satisfaction with the purchase, future research can consider additional factors that influence consumer satisfaction in more detail.

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Published

2024-10-01

Issue

Vol. 1 No. 2 (2024)

Section

Articles

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