Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan
Kencana P, Muhammad Heri
Unknown Affiliation
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Analisis E-WOM (Electronic Word of Mouth) dan promosi digital dalam meningkatkan keputusan pembelian pada NaufalGallery Kencana P, Muhammad Heri; Handayani, Eva Mayfa
Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan Vol. 8 No. 10 (2026): Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan
Publisher : Departement Of Accounting, Indonesian Cooperative Institute, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55904/fairvalue.v8i10.5723

Abstract

Advances in information technology have driven major transformations in consumer behavior, including in the MSME sector. One important aspect is Electronic Word of Mouth (E-WOM) and digital promotion, which have been proven to influence purchasing decisions. This study aims to analyze the role of E-WOM and digital promotion in increasing consumer purchasing decisions at NaufalGallery MSMEs. The research method used is descriptive qualitative, employing in-depth interviews with the owner, employees, and 16 consumers of NaufalGallery. The results indicate that positive reviews, recommendations, personal experiences, and the credibility of information within E-WOM significantly influence consumers' interest and confidence in making purchases. Meanwhile, the quality of promotional content, promotion frequency, media used, interactivity, and visual appeal of digital promotions were found to enhance consumer engagement and strengthen purchasing decisions. This study contributes theoretically to enriching the literature on SME-based digital marketing and provides practical implications for small business owners to enhance the effectiveness of their digital communication strategies.
Co-Authors Handayani, Eva Mayfa