ProBisnis : Jurnal Manajemen
Vol. 14 No. 4 (2023): August: Management Science

The Influence of Purchase Interest on Purchasing Decisions Moderated by Word of Mouth: Study on Consumers of Sariayu Martha Tilaar Cosmetics in Ambon City

Nathania Tiatira Tableessy (Pattimura University)
Victor Ernest Huwae (Pattimura University)
Silfiena Siahainenia (Pattimura University)

Article Info

Publish Date
30 Aug 2023

Abstract

This research aims to examine and analyze the effect of purchase intention on purchasing decisions moderated by word of mouth for cosmetic consumers of Sariayu Martha Tilaar in Ambon City. The sampling method used a purposive sampling technique and data collection was carried out by distributing questionnaires which were distributed to 113 consumers. The analytical test tool used is SmartPLS 3 with the SEM (Structural Equation Modeling) analysis method. The results of this study indicate that buying interest has a positive and significant effect on purchasing decisions, and word of mouth moderates buying interest on purchasing decisions.

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Journal Info
ProBisnis : Jurnal Manajemen
Website

Abbrev

ProBisnis

Publisher

Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

Subject

Humanities Computer Science & IT Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

Description

ProBisnis: The Management Journal was previously published in print, then in 2020 it was changed to online. This journal has ISSN: 2086-7654( Print) and ISSN: 2808-7240(Online). The scope of this journal is Economics, Management, Marketing, Strategic Management, Entrepreneurship, Leadership ...