The Influence of Brand Value and Perceived Quality on Purchasing Decisions for Facial Care Products Using E-WOM as Intervening Variable in Barru Regency

Mashur Razak, Rukman Pala, Andi Tenripada, Muhammad Rustam, Ahmad Firman, Syarifuddin Syarifuddin
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Abstract

This research aims to determine and analyze the influence of brand value and perceived quality on purchasing decisions for facial care products with Electronic Word of Mouth (E-WOM) as intervening variable in Barru Regency. This research approach uses survey research which takes samples from a population and uses a questionnaire as a data collection instrument. The research sample was users of facial care products at beauty clinics with 100 respondents in Barru Regency. The findings show that: (1) Brand value does not have positive effect and significant on purchasing decisions for facial care products in Barru Regency. (2) Perceived quality has positive effect and significant on purchasing decisions for facial care products in Barru Regency. (3) E-WOM has positive effect and significant on purchasing decisions for facial care products in Barru Regency. (4) Brand value has positive effect and significant on E-WOM facial care products in Barru Regency. (5) Perceived quality has positive effect and significant on E-WOM of facial care products in Barru Regency. (6) Brand value does not have positive effect and significant through E-WOM on purchasing decisions for care products in Barru Regency. (7) Perceived quality has positive effect and significant through E-WOM on purchasing decisions for facial care products in Barru Regency.
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在巴鲁行政区以网络口碑为干预变量研究品牌价值和感知质量对面部护理产品购买决策的影响
本研究旨在确定和分析在巴鲁地区,以电子口碑(E-WOM)为干预变量,品牌价值和感知质量对面部护理产品购买决策的影响。本研究采用调查研究法,从人群中抽取样本,并使用问卷作为数据收集工具。研究样本是巴鲁行政区美容诊所面部护理产品的使用者,共有 100 名受访者。研究结果表明(1)品牌价值对巴鲁行政区面部护理产品的购买决策没有积极影响,也不显著。(2)感知质量对巴鲁行政区面部护理产品的购买决策有积极影响,且影响显著。(3) 电子口碑(E-WOM)对巴鲁行政区面部护理产品购买决策有积极影响且意义重大。(4) 品牌价值对巴鲁行政区面部护理产品的网络口碑有积极影响且显著。(5) 感知质量对巴鲁行政区面部护理产品的网络口碑有积极影响,且影响显著。(6) 品牌价值对巴鲁行政区护理产品购买决策的网络口碑没有积极影响且不显著。(7) 质量感知对巴鲁行政区面部护理产品的购买决策有积极影响,且对网络口碑有显著影响。
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