Purchase Intention pada Produk the Diet Detox di Indonesia dipengaruhi oleh Electronic Word-of-Mouth (e-WOM), Perceived Product Quality, Price Fairness, dan Customer Trust
DOI:
https://doi.org/10.47747/snfmi.v2i1.2326Abstract
The development of communication technology that makes it easier for consumers to access product information and previous consumer reviews creates opportunities for sellers to promote products online. This study evaluated the influence of electronic word-of-mouth (e-WOM), perceived product quality, price fairness, and customer trust on purchase intention with moderation by generations Y and Z on the research object of detox diet tea products in Indonesia. From a total sample of 230 respondents obtained, this study only used samples that met the criteria of 198 respondents. The criteria for filling in respondents were people who knew about detox diet tea products, were in the age range of 14-44 years (generations Y and Z), and were domiciled in Indonesia. Validity, reliability, and hypothesis testing were carried out using Smart PLS 3.0. The results showed that perceived product quality and customer trust positively influenced purchase intention. Meanwhile, electronic word-of-mouth and price fairness did not have a significant positive effect on purchase intention. In addition, generations Y and Z did not moderate the influence of electronic word-of-mouth (e-WOM), perceived product quality, price fairness, and customer trust on purchase intention.
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