Pengaruh Electronic Word Of Mouth Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Skincare Azarine Di Kota Medan

In the digital age, consumers increasingly rely on internet and social platforms for media. One emerging phenomenon is electronic word of mouth . This refers to sharing information reviews about products services offered by individuals through online platforms. The purpose this study was find out how product quality word-of-mouth affect consumers' desire buy Azarine skin care products. Using quantitative methodology population women in city Medan. A sample 100 respondents taken using Slovin formula purposive sampling method select who met specified criteria. Multiple linear regression used analyze data with SPSS 26. These findings show that variable shows there a positive significant influence purchase decisions products, influence. between variables intent, so simultaneously have effect Electronic are also important factors consumer purchasing decisions. Consumers look can meet their needs expectations.