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All Journal Majalah Ilmiah Bijak
Tri Andari Ratna Widyastuti
Institut Ilmu Sosial dan Manajemen STIAMI
Humanities Economics, Econometrics & Finance Social Sciences

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The Role of E-WOM Credibility and Online Engagement in Shaping Online Purchase Intention: An Empirical Study Tri Andari Ratna Widyastuti; Audra Fahrezy Putra
Majalah Ilmiah Bijak Vol. 22 No. 2: September 2025
Publisher : Institut Ilmu Sosial dan Manajemen STIAMI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31334/bijak.v22i2.5421

Abstract

This study aims to analyze the influence of electronic word of mouth (eWOM) credibility and online engagement intentions on online purchase intentions among e-commerce consumers in Indonesia. This study uses a quantitative approach with Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis techniques. Respondents totaled 198 people who were selected purposively, with the criteria of active social media users and having made e-commerce transactions in the last three months. The results show that eWOM credibility and online engagement intentions have a positive and significant effect on online purchase intentions. This research contributes to the development of digital marketing strategies and enriches the literature on consumer behavior in the digital context.
Co-Authors Audra Fahrezy Putra