The Influence of Purchase Interest on Purchasing Decisions Moderated by Word of Mouth: Study on Consumers of Sariayu Martha Tilaar Cosmetics in Ambon City
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Published:
Aug 30, 2023
Keywords:
Purchase Intention, Purchase Decision, Word Of Mouth
Section
Articles
Statistics Article
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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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How to Cite
Tableessy, N. T., Huwae, V. E., & Siahainenia, S. (2023). The Influence of Purchase Interest on Purchasing Decisions Moderated by Word of Mouth: Study on Consumers of Sariayu Martha Tilaar Cosmetics in Ambon City. ProBisnis : Jurnal Manajemen, 14(4), 303–308. https://doi.org/10.62398/probis.v14i4.233
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Li, Shimiao, and Nor Siah Jaharuddin. 2021. “Influences of Background Factors on Consumers' Purchase Intention in China's Organic Food Market: Assessing Moderating Role of Word-of-Mouth (WOM).” Cogent Business and Management 8(1). https://doi.org/10.1080/23311975.2021.1876296.
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Sari, Saidah Putri. 2020. "The Relationship between Purchase Interest and Consumer Purchase Decisions." Psikoborneo: Scientific Journal of Psychology 8(1): 147.
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Sriyanto, Agus. 2012. “Brand Ambassadors.” Economics and Management 2(2): 2–4.
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Susanti, Febri. 2019. "The Influence of Advertising and Word of Mouth on Interest in Buying Simpati Prime Cards in Stie "Kbp" Padang Students." : 55–60.
Tableessy, Walter. 2020. "Analysis of the Influence of Product Quality, Promotion and Design on Samsung Smartphone Purchase Decisions in Ambon City." Journal of Soso-Q 8(1): 96–112.
Tableessy, Walter, and Ricky Pattiruhu. 2022. "Introduction to the SmartPLS Application for New Students of the Pattimura University Master of Management Study Program." COMMUNIO: Journal of Community Service 1(2): 82–88.
Tamher, ER, VE Huwae, MM Pelupessy, and ... 2022. "Analysis of the Influence of Product Quality and Relational Marketing on the Buying Decision of Maisya Pudding in Masohi City, Central Maluku." … Journal (MSEJ) 3(November): 3281–92. https://journal.yrpipku.com/index.php/msej/article/view/1210%0Ahttps://journal.yrpipku.com/index.php/msej/article/download/1210/792.
Brama Kumbara, Vicky. 2021. “Determining Customer Value and Purchasing Decisions: Product Quality Analysis, Product Design and Endorsement.” Journal of Applied Management Sciences 2(5): 604–30.
Faozi, Ikhsan, and SB Handayani. 2019. "Analysis of Purchase Decisions Influenced by Promotional Prices and Service Quality at Pt Bina Pertiwi Semarang." Journal of Management Economics and Accounting (47): 44–52. https://ejurnal.stiedharmaputra-smg.ac.id/index.php/JEMA/article/view/354.
Faradiba, Sri Rahayu Tri Astuti. 2013. "Analysis of the Influence of Product Quality, Price, Location and Service Quality on Consumer Repurchase Interest (Study on 'Fat Duck' Food Stalls in Semarang)." DIPONEGORO JOURNAL OF MANAGEMENT 2(3): 1–11.
Gunarsih, Cindy Magdalena, JAF Kalangi, and Lucky F Tamengkel. 2021. "The Influence of Price on Consumer Purchase Decisions at Pelita Jaya Stores Buyungon Amurang." Productivity 2(1): 69–72. https://ejournal.unsrat.ac.id/index.php/productivity/article/view/32911/31075.
KARINA, EVI. 2020. “No Title.” THESIS THE INFLUENCE OF PROMOTION AND PURCHASE INTENTION ON CONSUMER PURCHASE DECISIONS IN MARTABAK KAPTEN IN PALEMBANG CITY.
KHASANAH, UMI NUR. 2020. “No Title.” THESIS THE INFLUENCE OF PROMOTION AND THE WORD OF MOUTH ON PURCHASE DECISIONS (CASE STUDY OF CILACAP FAMILY SHOP CONSUMERS). https://repository.unugha.ac.id/992/1/PENGARUH PROMOTION AND WORD OF MOUTH ON PURCHASE DECISIONS.pdf.
Li, Shimiao, and Nor Siah Jaharuddin. 2021. “Influences of Background Factors on Consumers' Purchase Intention in China's Organic Food Market: Assessing Moderating Role of Word-of-Mouth (WOM).” Cogent Business and Management 8(1). https://doi.org/10.1080/23311975.2021.1876296.
Pelupessy, Merry Margareth. 2022. "Factors Influencing Decisions to Purchase Nescafe Instant Coffee in Ambon City." Journal of Management & Business 6(1): 49–60.
Pradana, Dedhy, and Syarifah Hudayah. 2017. "The Influence of Product Quality Prices and Brand Image Brand Image on Motor Purchasing Decisions The Influence of Price of Product Quality and Brand Image of Brand Image on Motor Purchasing Decision." 14(1): 16–23.
Daughter, finta light. 2016. "The Influence of Word of Mouth on Purchase Intention and Its Impact on Purchasing Decisions (Survey of Legipait Coffeeshop Malang Consumers) Faculty of Administrative Sciences." The Effect of Word Of Mouth on Purchase Intention and Its Impact on Purchasing Decisions (Survey of Consumers of Legipait Coffeeshop Malang) 34(1): 86–95.
Sari, Saidah Putri. 2020. "The Relationship between Purchase Interest and Consumer Purchase Decisions." Psikoborneo: Scientific Journal of Psychology 8(1): 147.
Sitompul, Siti Choirunnisa, and M. Jusuf Hariyanto. 2020. "The Influence of Word of Mouth, Product Quality and Price on Xiaomi Smartphone Purchase Decisions (Case Study of West Bekasi Residents)." Indonesian College of Economics: 1–13.
Sriyanto, Agus. 2012. “Brand Ambassadors.” Economics and Management 2(2): 2–4.
sugiyono. 2007. "CHAPTER 3. Thesis." Journal of Chemical Information and Modeling 53(9): 1689–99.
Susanti, Febri. 2019. "The Influence of Advertising and Word of Mouth on Interest in Buying Simpati Prime Cards in Stie "Kbp" Padang Students." : 55–60.
Tableessy, Walter. 2020. "Analysis of the Influence of Product Quality, Promotion and Design on Samsung Smartphone Purchase Decisions in Ambon City." Journal of Soso-Q 8(1): 96–112.
Tableessy, Walter, and Ricky Pattiruhu. 2022. "Introduction to the SmartPLS Application for New Students of the Pattimura University Master of Management Study Program." COMMUNIO: Journal of Community Service 1(2): 82–88.
Tamher, ER, VE Huwae, MM Pelupessy, and ... 2022. "Analysis of the Influence of Product Quality and Relational Marketing on the Buying Decision of Maisya Pudding in Masohi City, Central Maluku." … Journal (MSEJ) 3(November): 3281–92. https://journal.yrpipku.com/index.php/msej/article/view/1210%0Ahttps://journal.yrpipku.com/index.php/msej/article/download/1210/792.