Pengaruh Pengetahuan Produk Skincare dengan E-Word of Mouth (E-WoM) sebagai Moderator terhadap Keputusan Pembelian Produk Skincare pada Konsumen Pria

Abstract

This study aims to examine and analyze the influence of product knowledge on the purchasing decisions of skincare products among male consumers and to investigate whether e-WoM moderates the positive influence of product knowledge on purchasing decisions. The research method used is descriptive quantitative with an accidental sampling technique. The sample consists of 272 male skincare users. Data collection was conducted using Likert scales, including a purchase decision scale, a product knowledge scale, and an e-WoM scale. The data analysis was conducted using the MRA process macro by Hayes with IBM SPSS Statistics 26. The findings reveal that a product knowledge has a significant impact on purchasing decisions, with an effect size of 23.6%. However, e-WoM does not significantly influence purchasing decisions and therefore does not moderate the relationship between product knowledge and purchasing decisions.