THE EFFECT OF EWOM, PRICE PERCEPTION, AND RISK PERCEPTION ON GARNIER MAN USERS: A CASE STUDY OF PRODUCT USERS IN BOJONEGORO CITY

This study aims to analyze and examine the partial and simultaneous effects of electronic word of mouth (eWOM), price perception, and risk perception on the purchase intention of Garnier Men products among users in Bojonegoro City. In the digital era, eWOM serves as an important information source, while perceptions of price and risk play a crucial role in consumer purchasing decisions. This research employs a quantitative method with a survey approach. The population consists of all Garnier Men product users in Bojonegoro City, with a sample of 105 respondents selected using purposive sampling. Data were collected through online and offline questionnaires and analyzed using multiple linear regression analysis. The results show that eWOM, price perception, and risk perception significantly influence purchase intention both partially and simultaneously. Partially, eWOM and price perception have a positive and significant effect on purchase intention, indicating that positive digital reviews and reasonable price assessments aligned with product quality can increase consumers’ interest in purchasing. Risk perception also significantly affects purchase intention, highlighting that consumers’ perceived risk is an important consideration in their decision-making process. Simultaneously, the three variables jointly influence purchase intention, confirming that purchasing decisions for Garnier Men products are shaped by a combination of digital information, price evaluation, and perceived risk.

Keywords: EWOM; Price perception; Risk perception; Purchase intention; Garnier men