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Journal : Annals of Human Resource Management Research

Electronic word of mouth, purchase intention, and loyalty in West Java broadband with happiness as a moderator Ramdan, Asep Muhamad; Nurmala, Resa; Komariah, Kokom; Jhoansyah, Dicky
Annals of Human Resource Management Research Vol. 5 No. 2 (2025): June
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/ahrmr.v5i2.3407

Abstract

Purpose: This study aims to examine how electronic word of mouth (eWOM) specifically information quality, quantity, and credibility influences purchase intention and customer loyalty among IndiHome subscribers in West Java. Additionally, it tests whether happiness moderates the relationship between purchase intention and loyalty. Methodology: The research employed a quantitative, cross-sectional design using stratified random sampling of 257 IndiHome subscribers across multiple municipalities in West Java. Data were collected through structured questionnaires and analyzed with Partial Least Squares Structural Equation Modeling (PLS-SEM) to evaluate measurement validity, reliability, mediation, and moderation effects. Results/findings: Findings show that information quality and quantity significantly increase purchase intention, while credibility has no direct effect. Purchase intention strongly predicts loyalty. Quantity and credibility indirectly affect loyalty through intention, whereas quality does not. Happiness moderates intention–loyalty, strengthening the conversion of intention into sustained customer loyalty. Conclusion: The study concludes that clear and abundant eWOM cues are effective in shaping purchase intention, which serves as a key determinant of loyalty. Positive affect in the form of happiness amplifies this relationship, highlighting the importance of both cognitive and emotional drivers in loyalty formation. Limitations: The cross-sectional design limits causal inference, and reliance on self-reported measures may introduce bias. The provincial focus on West Java may also restrict generalizability. Contribution: This research extends eWOM theory by integrating informational attributes with affective moderation, offering both theoretical insights and managerial implications. Broadband providers are advised to improve information clarity, posting frequency, and service experiences that enhance customer happiness to foster sustainable loyalty.
Co-Authors Acep Samsudin Afra Maulia Ai Nurhalimah Aisha, Salsabil Aisyah, Serlina Alayya, LA Syara Alfana Duwi Alamanda Aliya Nurfauzia Amira Tussa'Adah Anak Agung Gede Sugianthara Andi Sopandi Andre Reymon Nirwana Aneu Lutfiana Anggita Dwi Rahmatika Anisa Nur Oktaviani Annisa, Annisa Mardiana Ramdhani Any Octaviany Asep Muhamad Ramdan Asep Muhammad Ramdan Aufa Salwa Hidayat Aulia Agustian Awaliyah, Nanda Putri Ayulestari, Devi Bagja Pasca Ramadhan Bilqis Nabillah Galih Bima Zikrillah Haq Bobby Billian Ramadhan Cindy Fitriya Dara Almira Deni Muhammad Danial Deria Cahya Fitriadi Desti Karimah Deuis kartinah Dewi, Fitriani Deya Mentari Octavia Anugerah Dina Apriani Dion Setianto Elsa Amaliana Elsa Gusfryani Elsa Yulianti Erik Candra Pertala Erry Sunarya Erry Sunarya Fadhila Wanda Hidayati Faizal Mulia Z Fajar Bayhaq, Tegar Fazrin, Fauzi Ikhsan Febriani, Selvy Fendira lutfianisa Fikri Ahmad Fauzi Gunawan, Meilani Gusfryani, Elsa Hana Alvita Hanifah, Bunga Haniifah , Khairunnisa Hanna Friska P Friska P Hudaya, Syalva Fauzia Ilham Purnama Putra Intan Firmantiny Yulia Intana Audri Frikatiani Ira Ardyani Isa, Indra Griha Tofik Iwan Rizal Setiawan Jauza Dzahabiyya Juliaristanti, Vira Karin Maulia Sulaeman Kokom Komariah Kokom Komariah Lala Febby Ardiany Leonita Siwiyanti Lia Amelia Lienry Salsia Putri Suryadi Linda Novita Dewi Lindiana, Resa Lisnawati Lisnawati Lisnawati Lisnawati Lisnawati Listiawati, Pika Lulu Almarjan Lulu Luciana Luthfi Aulazia Fatahillah Mazzlida Mat Deli Mila Almaudina Mita Tri Utami Mitha Tri Mutiar Moch Lutfi Gunawan Mochamad Anton Wiguna Saputra Mochammad Sigit Satibi Muhamad Ramdan, Asep Muhammad Rahmatullah, Muhammad Muhammad Tasbit Hamzah Ramdani Murty, Try Mustika Nabila Salsabila Rahman Najma Alifia Nanda Putri Awaliyah Nazri Raihan, Muhammad Nazriel, Muhammad Neneng Maesyarah Neng Nia Fania Nor Norisanti Novy Anggraini Nurdianti, Resti Nurjanah, Disa Siti Nurmala, Resa Pika Pirliana Pitriani, Elsa Priyanti Handayani Pryal, Agitya Nur R Deni Muhammad Danial Rahmatika, Anggita Dwi Raihan Mughits Shalshabill Ramdan, Asep M. Ramdan, Asep Muhammad Ramdani, Muhamad Sahrul Rana Putra Pamungkas Refi Sandria Oktapiadi Reina Riswanti Pertiwi Reni Uniana Resa Nurmala Resta Restiani Resti Juwita Resti Yunisa Restiani, Resta Ria Mulvianti Riana Afriansyah Rifki Ramdhan Rika Indriani Rika Nur Rahmawati Rima Praditya Septiani Rini Anisa Riri Rifardi Riska Riska Riska Riska Risma Melati Risnanamawati Risnanamawati Rivaldi Muslim Ruswandi Rizki Akbari Rizky Anugerah Pratama Rosanti Rosanti Sahira Nurjehan Saidah, Siti Aulia Salsabil Aisha Salsabila Khoirunnisa Sami Raras Sarah Nurlaeli Tanzil Selawati Selawati Setianto, Dion Siti Nur Syipa Siti Nuraeni Sonia Firdaus Sopyan Saori Srimaulani, Vina Sulaeman, Karin Maulia Sunarya, Erry Sunarya, Erry Suryana, Erry Syaban, Agil Syawaliyah, Nisrina Syifaurrohmah, Syifaurrohmah Taopik, Moh. Tarisa Nur Fadilah Tetty Sufianty zafar Ujang Sumarwan Ulpa, Fhirda Putriana Uniana, Reni Vira Juliaristanti Wahyu Restu Illahi Widya Nindi Pratiwi Wijaya, Sukma Winda Astri HIdayat Windi Yanti Wiwin Rosmiyanti Agustin Yeti Laelasari Yoga Mudofar Bahri Yuniar, Elsa Zafar, Tetty Suffianty Zafar, Tetty Sufianty Zahra, Nadabila