The Effect of Electronic Word of Mouth, Influencer, and Lifestyle on Lafiye Purchase Decisions: Survey in Yogyakarta Special Region Province

Abstract

This study aims to analyze and determine the effect of electronic word of mouth (e-WOM), influencer, and lifestyle on the purchase decision of Lafiye hijab. The population in this study consist of consumers of Lafiye hijab in the Special Region of Yogyakarta. The sampling technique used was nonprobability sampling with the purposive sampling method. The data were obtained from questionnaires distributed through Google Form, resulting in 100 respondents. The data analysis techniques used in this study were descriptive analysis, multiple linier regression analysis, F-test, t-test, and the coefficient of determination, using the Statistical Product and Service Solutions version 29 program. The results of this study indicate that: 1) Electronic Word of Mouth (e-WOM) has a significant effect on the purchase decision of Lafiye hijab. 2) Influencer has a significant effect on the purchase decision of Lafiye hijab. 3) Lifestyle has a significant effect on the purchase decision of Lafiye hijab.