The Influence of Brand Value and Perceived Quality on Purchasing Decisions for Facial Care Products Using E-WOM as Intervening Variable in Barru Regency

Abstract

This research aims to determine and analyze the influence of brand value and perceived quality on purchasing decisions for facial care products with Electronic Word of Mouth (E-WOM) as intervening variable in Barru Regency. This research approach uses survey research which takes samples from a population and uses a questionnaire as a data collection instrument. The research sample was users of facial care products at beauty clinics with 100 respondents in Barru Regency. The findings show that: (1) Brand value does not have positive effect and significant on purchasing decisions for facial care products in Barru Regency. (2) Perceived quality has positive effect and significant on purchasing decisions for facial care products in Barru Regency. (3) E-WOM has positive effect and significant on purchasing decisions for facial care products in Barru Regency. (4) Brand value has positive effect and significant on E-WOM facial care products in Barru Regency. (5) Perceived quality has positive effect and significant on E-WOM of facial care products in Barru Regency. (6) Brand value does not have positive effect and significant through E-WOM on purchasing decisions for care products in Barru Regency. (7) Perceived quality has positive effect and significant through E-WOM on purchasing decisions for facial care products in Barru Regency.