Pengaruh E-WOM terhadap Purchase Intention yang Dimoderasi oleh Perceived Quality

Abstract. This study explores the effect of E-WOM and perceived quality on purchase intention. It aims to analyze E-WOM, perceived quality, and purchase intention, as well as the direct impact of E-WOM on purchase intention and its moderation by perceived quality. Using a descriptive and verification approach with quantitative methods, the study surveyed 400 Miracle Mates consumers in Bandung, selected using the Slovin formula. Data were collected through questionnaires measuring E-WOM, perceived quality, and purchase intention. The analysis employed simple linear regression and MRA techniques. The results indicate that E-WOM falls into the high category, perceived quality is rated as good, and purchase intention is also high. Furthermore, E-WOM has a significant positive impact on purchase intention. Perceived quality strengthens this effect, acting as a moderating variable. This suggests that higher perceived quality enhances the influence of E-WOM on purchase intention. The study highlights the importance of E-WOM and perceived quality in shaping consumer purchasing decisions, particularly for Miracle Mates products on Shopee. Businesses should focus on improving online consumer discussions and maintaining high product quality to increase purchase intention.   Abstrak. Penelitian ini berfokus pada variabel Purchase intention pada suatu barang atau jasa yang disebabkan salah satunya oleh E-WOM yang diukur dengan beberapa dimensi dan variabel perceived quality. Penelitian ini bertujuan untuk mengetahui E-WOM, perceived quality, dan Purchase intention, mengetahui pengaruh langsung E-WOM terhadap Purchase intention dan untuk mengetahui pengaruh E-WOM terhadap purchase intention yang dimoderasi variabel perceived quality. Penelitian ini termasuk ke dalam jenis penelitian deskriptif dan verifikatif dengan metode kuantitatif. Populasi dalam penelitian ini adalah seluruh konsumen yang telah membeli produk miracle mates dan berdomisili di kota bandung dan sampel sebanyak 400 responden ditentukan menggunakan rumus slovin. Data dikumpulkan menggunakan kuesioner yang digunakan untuk mengukur tingkat E-WOM, perceived quality, dan purchase intention. Teknik analisis data yang digunakan adalah regresi linier sederhana dan MRA. Hasil penelitian ini menunjukan bahwa E-WOM termasuk ke dalam kategori tinggi, Perceived quality termasuk ke dalam kategori baik, tingkat purchase intention termasuk kedalam kateori tinggi, E-WOM berpengaruh positif tinggi terhadap purchase intention, sedangkan perceived quality memoderasi pengaruh E- WOM terhadap purchase intention pada Brand Miracle Mates di Shopee.