Pengaruh Electronic Word Of Mouth Di Media Sosial Terhadap Keputusan Dalam Membeli Produk MS Glow

Ajeng Kirana, Rinaldi Bursan, Mudji Rachmat Ramelan

Abstract


This study aims to determine the effect of Electronic Word of Mouth (e-WOM) on Instagram social media on the decision to buy Ms Glow products. This study uses a quantitative approach and a questionnaire as an instrument to take a sample of 160 respondents, who are influenced by Electronic Word Of Mouth on Instagram social media in making purchasing decisions for Ms Glow products in Bandar Lampung. The results of data analysis using multiple linear regression show that partially and simultaneously, the variables of e-WOM Credibility, e-WOM Quality, and e-WOM Quantity on Instagram social media have a positive and significant effect on decisions to buy Ms Glow products in Bandar Lampung.

 

Keywords: Electronic Word of Mouth, e-WOM Credibility, e-WOM Quality, e-WOM Quantity, Purchasing Decisions.

 


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Jurnal Ekonomi, Akuntansi dan Manajemen

Fakultas Ekonomi dan Bisnis, Universitas Kuningan

Jl. Tjut Nyak Dhien No 36 A Cijoho Kuningan,

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E-mail: [email protected]

https://journal.uniku.ac.id/index.php/jeam