Eksplorasi electronic word of mouth melalui Instagram, harga, micro influencer, dan perceived value pada minat Beli Nail Art

This study aims to examine the effects of Electronic Word of Mouth (E-WOM), price, micro influencers, and perceived value on purchase intention for Nail Art services at Sheeme Nails in Semarang, Indonesia. A quantitative survey design was employed, and data were collected through an online questionnaire using a five-point Likert scale. The study population consisted of Sheeme Nails customers, with a total of 170 respondents selected using purposive sampling. Data were analyzed using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) approach. The results reveal that E-WOM, micro influencers, and self-actualization perceived value have a positive and significant influence on purchase intention, while price and prestige perceived value show no significant effect. Furthermore, the interaction between self-actualization perceived value and E-WOM is significant, indicating that a stronger drive for self-actualization enhances the influence of E-WOM on purchase decisions. In contrast, interactions between self-actualization perceived value and both price and micro influencers are not significant, nor are any of the interactions involving prestige perceived value.