Innovative: Journal Of Social Science Research
Vol. 5 No. 2 (2025): Innovative: Journal Of Social Science Research

Sudah Tahu Berbahaya, Tapi Tetap Dibeli? E-Wom dan Pengetahuan Produk dalam Keputusan Pembelian Hand & Body Lotion Dosis Tinggi

Adriani, Rini (Unknown)
Stiadi, Muhamad (Unknown)
Kurniadi, Hanif (Unknown)

Article Info

Publish Date
11 Mar 2025

Abstract

This study analyzes the impact of Electronic Word of Mouth (E-WOM) and product knowledge on the purchase decision of high-dose hand & body lotion on the Facebook platform. Using a quantitative method with questionnaire distribution, this study included 110 respondents selected using purposive sampling. The data were analyzed through Structural Equation Modeling (SEM) using Partial Least Squares (PLS) with Smart PLS. The results indicate that E-WOM and product knowledge have a positive and significant influence on purchase decisions.

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Journal Info
Innovative: Journal Of Social Science Research
Website

Abbrev

Innovative

Publisher

Universitas Pahlawan Tuanku Tambusai

Subject

Humanities Computer Science & IT Law, Crime, Criminology & Criminal Justice Public Health Other

Description

Innovative: Journal Of Social Science Research is a journal managed by Universitas Pahlawan Tuanku Tambusai which bridges researchers to publish research results in all scientific fields (multidiscipline). This includes the fields of education, health, law, economics, IT (Informatics Engineering), ...