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All Journal ProBisnis : Jurnal Manajemen
Nathania Tiatira Tableessy
Pattimura University
Humanities Computer Science & IT Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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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; Victor Ernest Huwae; Silfiena Siahainenia
ProBisnis : Jurnal Manajemen Vol. 14 No. 4 (2023): August: Management Science
Publisher : Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62398/probis.v14i4.233

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.
Co-Authors Silfiena Siahainenia Victor Ernest Huwae