The Influence of Perceived Risk and e-WOM towards Purchase Intention La Paris Products

Abstract

Even though the Internet has many economic benefits, some customers are still hesitant to buy inspired perfume products online due to perceived risk. The term "Inspired Perfume" is often used in the beauty industry to refer to products that have a similar scent or quality to a certain perfume brand. Buying Inspired perfume online is risky because customers cannot smell the perfume directly. Another point that needs to be investigated is how electronic word of mouth (e-WOM) communication generated by consumer comments on social networking sites can influence customers' purchase intentions in online shopping stores. This research aims to identify the factors that influence consumers' purchase intention of inspired perfume from La Paris and give recommendations that can be implemented by another inspired perfume marketers to create good strategies for online marketing. The data was collected through an online questionnaire and analyzed by PLS-SEM to assess the relationship between the factors. The results show that perceived risk does not significantly influence consumers' purchase intention, but e-WOM significantly influenced consumers' purchase intention. Another highlight is e-WOM variable is significantly influenced consumer's purchase intention.

Keywords: Inspired Perfume, Perceived Risk, e-WOM, and Purchase Intention