Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Advances in Management & Financial Reporting
Elfira Elfira
Sekolah Tinggi Ilmu Ekonomi Yapis, Dompu, Indonesia
Economics, Econometrics & Finance

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

Found 1 Documents
Search

 1 
The Influence of Electronic Word of Mouth (e-WOM) on Facebook on Purchase Decisions Elfira Elfira; Yeye Suhaety; Dian Urna Fasihat
Advances in Management & Financial Reporting Vol. 4 No. 2 (2026): February - May
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/amfr.v4i2.788

Abstract

Purpose: This study aims to analyze the effect of Electronic Word of Mouth (e-WOM) on consumer purchasing decisions through Facebook at IKM Mart Mangge Asi in Dompu Regency. Research Method: This study employed an associative quantitative approach. The population comprised 992 Facebook followers of IKM Mart Mangge Asi, of whom 91 were selected using purposive sampling. Data were collected through a Likert-scale questionnaire. The data were analyzed using simple linear regression, supported by tests of validity, reliability, and classical assumptions. Results and Discussion: The findings show that e-WOM has a positive and significant effect on consumer purchasing decisions. However, this high value should be interpreted with caution due to potential construct proximity or measurement bias. Implications: The findings suggest that e-WOM is an important factor in digital marketing practices, particularly for small and medium-sized enterprises that use social media. Future studies are recommended to include additional variables such as brand trust, service quality, and other digital platforms. Originality: This study provides empirical evidence on the role of e-WOM in influencing consumer purchasing decisions through Facebook in the context of a local SME in Dompu Regency.
Co-Authors Dian Urna Fasihat Yeye Suhaety