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All Journal Jurnal Bisnis, Manajemen, dan Keuangan
Rizka Zakiyah
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Economics, Econometrics & Finance Social Sciences

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E-WOM, Customer Review, dan Perceived Value terhadap Purchase Decision Produk Glad2Glow Suketyi, Ayu Tri Lestari; Fidhyallah, Nadya Fadillah; Rizka Zakiyah
Jurnal Bisnis, Manajemen, dan Keuangan Vol. 5 No. 02 (2024): Jurnal Bisnis, Manajemen, dan Keuangan
Publisher : Fakultas Ekonomi dan Bisnis Universitas Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21009./JBMK.005.2.9.

Abstract

This study aims to examine the influence of electronic word of mouth (e-WOM) and customer reviews on the purchase decision of Glad2Glow products in DKI Jakarta, with perceived value as an intervening variable. Using a quantitative approach, data were collected through an online survey of 217 respondents and analyzed using Structural Equation Modeling (SEM) via SPSS and Amos. The results indicate that e-WOM has a positive and significant effect on both perceived value and purchase decision, and its effect is significantly mediated by perceived value. Meanwhile, customer reviews also have a significant positive effect on perceived value and purchase decision, but their effect is not mediated by perceived value. These findings suggest that customer reviews have a more direct influence on purchase decisions. This study contributes theoretically to digital consumer behavior research and offers practical implications for skincare product digital marketing strategies. Keywords: e-WOM, customer review, perceived value, purchase decision.
Co-Authors Fidhyallah, Nadya Fadillah Suketyi, Ayu Tri Lestari