The Influence of Product Quality, Influencer Marketing, and Electronic Word of Mouth (EWOM) on The Decision to Use CV. KOMA’s Photography and Videography Services (A Case Study on Generation Z Consumers in Trenggalek Regency)
DOI:
https://doi.org/10.29407/97y33n33Abstract
Research aim:
This study aims to analyze the partial and simultaneous influence of Product Quality, Influencer Marketing, and Electronic Word of Mouth (EWOM) on the decision to use CV. KOMA’s photography and videography services among Generation Z consumers in Trenggalek Regency.
Design/Methode/Approach:
This study uses a quantitative associative descriptive approach with purposive sampling techniques on Generation Z consumers who have used CV. KOMA’s services, by collecting data through a Likert scale online questionnaire and analyzed using multiple linear regression starting with a classical assumption test.
Research Finding:
The results of the study show that Product Quality (Sig. = 0.003; B = 0.352) and EWOM (Sig. = 0.000; B = 0.586) has a positive and significant effect on the decision to use services, while Influencer Marketing (Sig. = 0.823; B = –0.037) had no significant effect; simultaneously the three variables had a significant effect with values F = 35.637, Sig. = 0.000, and R² = 0.601.
Theoretical contribution/Originality:
This study provides a theoretical contribution by integrating three digital marketing variables simultaneously in the context of the creative services industry in non-metropolitan areas and showing the inconsistency of influencer marketing effectiveness in Generation Z decision-making.
Practitionel/Policy implication :
The findings of the study indicate that CV. KOMA needs to prioritize improving product quality and strengthening EWOM through digital platforms rather than relying on influencer promotions to optimize decisions to use consumer services.
Research limitation:
This study was limited to Generation Z consumers in one geographic area and covered only three marketing variables, so further research is recommended to involve a broader demographic and additional variables related to digital interaction.
Keywords:
Product Quality, Influencer Marketing, Electronic Word of Mouth, Service Usage Decisions, Generation Z, Videography Photography ServicesDownloads
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