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September 10, 2025Asian Journal of Management AnalyticsOpen Access

Factors Determining Purchasing Decisions: A Review of Social Media, E-WOM, and Product Quality

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Authors

SWSungkawati Sukardi WahyuningsihInstitut Agama Islam Negeri BengkuluAHArini HidayahUniversiti Malaysia Pahang Al-Sultan AbdullahMMMuchammad Agung MiftahuddinMuhammadiyah University Purwokerto

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Overview

Quantitative analysis shows social media and e-WOM significantly influence purchasing decisions among consumers, suggesting operational improvements.

Key Points

  • Social media, e-WOM, and product quality significantly enhance purchasing decisions among consumers.
  • Survey results indicate that these factors positively impact consumer choices, demonstrating their importance.
  • Data analysis was conducted using SPSS 20 to interpret questionnaires collected from 110 consumers.
  • Findings may help Donlight improve strategies in social media, e-WOM, and product offerings to boost competitiveness.

Cite This Study

Wahyuningsih et al. (2025) studied this question.

synapsesocial.com/papers/68c1bd3254b1d3bfb60ee341https://doi.org/10.55927/ajma.v4i3.15110
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