Pengaruh E-WOM dan Harga Terhadap Keputusan Pembelian Pada Produk Skincare Emina

This study investigates how price and E-WOM (Electronic Word of Mouth) influence the decision of students of the Faculty of Economics and Business, Trunojoyo University Madura to buy Emina facial care products. This study uses quantitative methods, with data collection through questionnaires distributed to one hundred respondents through Google Forms forms selected through purposive sampling techniques. E-WOM, price, and purchasing decisions are the variables analyzed. The data analysis used is multiple linear regression, and the analysis tool is SPSS version 20. The results showed that E-WOM and price have a positive and significant effect partially and simultaneously on purchasing decisions. This research provides benefits for the marketing approach of skincare products, especially by improving the performance of digital reviews and competitive pricing to attract student customers.