The Influence of Electronic Word of Mouth (E-WOM) on Self-Control-Moderated Purchasing Decisions

Authors

  • Marsyanda Ivalda University of Mataram, Indonesia
  • Baiq Handayani Rinuastuti Lecturer Management study program, Faculty of Economics and Business, University of Mataram, Indonesia

DOI:

https://doi.org/10.24256/kharaj.v8i1.9746

Keywords:

E-Commerce, Electronic Word of Mouth, Purchase Decision, Self-Control, SEM-PLS

Abstract

The rapid growth of e-commerce in Indonesia, driven by digital technology and social media, has elevated Electronic Word of Mouth (E-WOM) as a key influencer of consumer purchase decisions, although moderated by psychological factors such as self-control. This study aims to analyze E-WOM's effect on purchase decisions moderated by self-control among Indonesian e-commerce users. Employing a quantitative causal-explanatory design, data were collected via Likert-scale questionnaires from 100 purposive respondents and analyzed using SEM-PLS in SmartPLS 4. Results reveal E-WOM positively and significantly influences purchase decisions (β=0.373, t=4.207, p=0.000), while self-control negatively moderates this relationship (β=-0.075, t=1.961, p=0.050), weakening E-WOM's impact at higher self-control levels. The model explains 62% variance (R²=0.620). In conclusion, while E-WOM drives purchases, self-control enables rational decision-making, offering implications for ethical e-commerce marketing.

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Published

2026-03-13

How to Cite

Marsyanda Ivalda, & Baiq Handayani Rinuastuti. (2026). The Influence of Electronic Word of Mouth (E-WOM) on Self-Control-Moderated Purchasing Decisions. Al-Kharaj: Journal of Islamic Economic and Business, 8(1). https://doi.org/10.24256/kharaj.v8i1.9746

Issue

Vol. 8 No. 1 (2026): All articles in this issue include authors from 3 countries of origin (Indonesia, Turkey and Timur Leste)

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