The Influence of Electronic Word of Mouth and Social Media Promotion on Consumers' Purchase Intention
DOI:
https://doi.org/10.22219/jamanika.v4i01.32534Keywords:
Electronic Word of Mouth, Social Media Promotion, Consumer Purchase IntentionAbstract
This study aims to know the effect of electronic word of mouth and social media promotion on consumer purchase intention. The sampling technique used was purposive sampling with a total sample of 108 Momo Accessories consumers. The analytical tool used in this study is multiple regression analysis. The results of this study conclude that electronic word of mouth and social media promotion have a significant effect on consumer purchase intention. Apart from that, electronic word of mouth and social media promotions simultaneously and significantly influence consumer purchase intention.
Downloads
References
Agatha, C., Tumbel, A., & Soepeno, D. (2019). Pengaruh Brand Image Dan Electronic Word of Mouth Terhadap Minat Beli Konsumen Oriflame Di Manado the Effect of Brand Image and Electronic Word of Mouth on Interest To Buy Oriflame Consumers in Manado. Riset Ekonomi, 7(1), 131–140.
Anisa, N. A., & Widjatmiko, A. G. (2020). Electronic Word of Mouth (E-Wom), Celebrity Endorsement Dan Gaya Hidup Pada Minat Beli Produk Online Shop. Jurnal Mitra Manajemen, 4(10), 1514–1522. https://doi.org/10.52160/ejmm.v4i10.480
Arief, G. M. & H. M. (2015). Pengaruh Social Media Marketing Melalui Instagram Terhadap Minat Beli Konsumen Sugar Tribe. Fakultas Ekonomi Dan Bisnis Universitas Telkom.
Ferdinand. (2006). Pengembangan Minat Beli Merek Ekstensi. Semarang: Badan Penerbit Universitas Diponegoro.
Ghalandari, Kamal, & Norouzi, A. (2012). The Effect of Country of Origin on Purchase Intention: The Role of Product Knowledge. Research Journal of Applied Sciences, Engineering and Technology, Vol. 4, No. 9, pp. 1166–1171.
Goyette, I., L, R., & Bergeron J, & M. F. (2010). e-WOM Scale: Word of Mouth Measurement Scale for e-services Context. Canadian Journal of Administrative Sciences/Revue Canadianne Des Sciences de l’Administration, 27 (1), 5–23.
Kotler, K. & Armstrong, A. (2012). Prinsip-prinsip Pemasaran (Ke-13). Jakarta: Penerbit Erlangga.
Kurnia, R. A. D., Masitoh, M. R., & Huddin, M. N. (2020). Pengaruh Electronic Word Of Mouth Dan Inovasi Produk Terhadap Minat Beli Konsumen (Survey Pada Followers Instragram Mcdonald’s Indonesia). Jurnal Ekonomi Vokasi, 4(1), 23–37.
Maoyan. (2014). Consumer Purchase Intention Research Based on Social Media Marketing. International Journal of Business and Social Science, Volume 5.
Morissan. (2010). Periklanan: Komunikasi Pemasaran Terpadu. Kencana Prenada Media Group.
Praharjo, A., Wilopo, & Kusumawati, A. (2016). the Impact of Electronic Word of Mouth on Repurchase Intention Mediated By Brand Loyalty and Perceived Risk. South East Asia Journal of Contemporary Business, Economics and Law, 11(2), 62–69.
Prastyo, K. (2014). Pengaruh Electronic Word of Mouth di Media Sosial Twitter Terhadap Minat Beli Konsumen Pada Restoran Cepat Saji Hoka – Hoka Bento.
Raheni, C. (2018). Pengaruh Media Sosial Terhadap Minat Beli Konsumen Studi Kasus Mahasiswa. Jurnal Sinar Manajemen, 5(2), 82–85.
Ramadayanti, F., & Kurriwati, N. (2022). Pengaruh Promosi Melalui Media Sosial dan Saluran Distribusi Terhadap Minat Beli Konsumen di Era Pandemi Studi Pada Ramio Cafe And Mart di Sumenep. Jurnal Kajian Ilmu Manajemen (JKIM), 1(4), 99–110. https://doi.org/10.21107/jkim.v1i4.13507
Sasmita, C., & Kurniawan, I. (2020). Pengaruh Promosi Sosial Media (Digital Marketing) Terhadap Minat Beli Chatime Wilayah Badung - Bali. Sintesa Prosiding, November, 317–318. https://jurnal.undhirabali.ac.id/index.php/sintesa/article/viewFile/1268/1114
Sinaga, B. A., & Sulistiono, S. (2020). Pengaruh Electronic Word Of Mouth Dan Promosi Media Sosial Terhadap Minat Beli Pada Produk Fashion Eiger. Jurnal Ilmiah Manajemen Kesatuan, 8(2), 79–94. https://doi.org/10.37641/jimkes.v8i2.329
Sulistyari. (2012). Analisis Pengaruh Citra Merek, Kualitas Produk, dan Harga Terhadap Minat Beli Oriflame.
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Rizal Bayu Aditya, Eko Handayanto, Ardik Praharjo
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
