PENGARUH KOMUNIKASI ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK JAFRA

Abstrak

In the midst of the current economic downturn, the Multi Level Marketing (MLM) business has also had an impact, one of the companies implementing the MLM strategy is PT Jafra Cosmetics (Jafra) apart from implementing a strategy of product variations that many can choose according to their needs. the needs of women as the target market, in implementing the MLM strategy Jafra uses the Electronic Word of Mouth method, namely the method of persuasively promoting a product to consumers to offer their products so that a purchasing decision occurs. The purpose of this study was to determine the effect of Electronic Word Of Mouth communication on the decision to buy Jafra cosmetics. The theory used in this study is Electronic Word of Mouth according to Julilvand and Samiei, 2012 and purchasing decision theory according to Kotler & Armstrong, 2016. The method used in this research is quantitative with descriptive analysis, to analyze data by describing or describing data that has been collected. Statistical analysis and data processing using SPSS. Data collection includes questionnaires, online questionnaires, data analysis, data interpretation, and conclusions. The primary data is in the form of a questionnaire on the Likert scale model with a total sample of 48 respondents. The results of the study show that there is an influence of Electronic Word Of Mouth communication on the decision to purchase Jafra cosmetics with a moderate level of influence.