The impact of e-WOM, price, and product quality on consumer purchasing decisions for HNI products

This study examines the influence of electronic word of mouth (eWoM), price, and product quality on purchase decisions for HNI products. Using a quantitative approach with a causal associative design, the research targets customers of the HNI Business Centre in Lhokseumawe. A total of 96 customers were selected as the sample, and data were collected through a validated and reliable questionnaire. Multiple regression analysis was employed to analyze the data. The findings reveal that eWoM, price, and product quality each have a significant positive impact on purchase decisions. Furthermore, these three factors collectively influence consumer decisions in choosing HNI products. These results highlight the importance of digital consumer engagement, competitive pricing, and product quality in shaping purchasing behavior.