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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.
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 Aat Ruchiat Nugraha Aat Ruchiyat Nugraha Abdullah Zaky Acep Samsudin Ade Kadarisman Adhe Rizky Anugerah, Adhe Rizky Afifah, Fitriani Afriani, Nevi Afriani Agung Vitara Darma Agus Rahmat Agus Rahmat Agustiani, Marshantia Agustiani, Rayhani Ahmad Suryadi, Ahmad Ahmad Syarif Akbar Al Masjid Alamsyah, Sustari Alfian Romadhoni Alghiffari, Mohammad Fikri Amelia, Reski Amelinda Vindrayani Fuad Andira, Firani Dias Andri Yanto Andri Yanto Andriyani Angga Maulana Anggi Talisa Permatasari Siahaan Annisa Wulandari Anugrah, Rafa Anwar Sani Aprilia Rachma Aprilianty, Anisa Arrazi, M Adam Asep Muhamad Ramdan Asriyanik . Asrori Muhtarom Aufa Salwa Hidayat Awaliyah, Nanda Putri Aziza, Sintia Fitra Azzahra Adela, Suci Azzahra, Meisyah Badraningsih Lastariwati Brilianti, Grahita Prisca Centurion Chandratama Priyatna Centurion Chandratama Priyatna Citradewi, Any Damayanti, Marla Dede Rosyada Dede Sri Kartini Desi, Desi Fitriah Diah Fatma Sjoraida Diah Sri Rejeki Dian Fitriani Dian Wardiana Sjuchro Dicky Jhoansyah Didi Didi, Didi Dini Kartika dini kartika Dwi Gusti Ayu Efa Aufa Azqia El hanifa, Zia Farhana Elsa Nurlatifa Elvinaro Ardianto Encang Saepudin Ermawan, Muhammad Rifa Erry Sunarya Evi Novianti Evi Novianti Exacta, Egivzi Arya Faizal Mulia Z Fajar Syuderajat Fajar Syuderajat Fazrin, Fauzi Ikhsan Filda Fatimah Tuzzahrah Firani Dias Andira Firdiena, R. Viera Raina Fujiyanti, Syalma FX. Ari Agung Prastowo Ghea Gizha Giffani Ginting, Azzuhra Muqaddasa Gumgum Gumilar Gumilang, Cahaya Gunawan, Meilani Hafizhah Zuhri Hamzah Ali Yumar Hanny Hafiar Haq, Amar Al Heny Kusuma Widyaningrum Hermawati, Irma Heru Ryanto Budiana Hestiana, Sisika Hidayat, Wahyu Nur Nur Ibnu Hamad Ibrahim, Faris Zulfan Ibrahim, Muhammad Taufik Ike Rachmawati Indra Cahya Kusuma Iriana Bakti Irvan, Moh. Farizqo Iswan iwan koswara, iwan Jalaludin Jalaludin Jimi Narotama Mahameruaji Juliansyah, Aris Kapti Riyani Khaerunnisa, Salma Khalida Yusria KIMSEN, KIMSEN Kinanti Sasi Kirana Kristianto, Rio Kurnia Lucky Fadillah Leonita Siwiyanti Lilis Puspitasari Listiawati, Pika Lukiati Komala Erdinaya Lukiati Komalasari Lusi Susilawati M. Arief Ramdhany Marshantia Agustiani Mashudi Mashudi Masyitoh Maudi, Putri Rahma Meilianti Rona Asmara Melati, Putri Muhamad Arfi Annafidin Muhammad Hidayat Nur Wahid Muhammad Iksan Sopian Muhammad, Mukhlis Muharrom, Ibnu Muhbib Abdul Wahab Muhtarom, Asrori Mukhlis, Muhammad Munandar, Wita Aulia Mutoharoh muty, yusran Nafie, Harun Stephen Nanda Putri Awaliyah Nasution, Novrida Elfiani Neneng Yani Yuningsih Nor Norisanti Nur Fitri Indriani Nurani, Inten Nuranisa, Dita Rizki Nurcahya Kamila, Adinda Sofie Nurmala, Resa Nurmalia Lusida Nurmaya Prahatmaja Nurmillah, Risma Nurul Fitriani Nurul Hermawan Alamsyah Nuryadin, M Birusman Pambudi, Januar Eky Parno Parno Pasha, Nazhira Nur Patricia, Yolanda Perdana Suteja Putra Pitriani, Elsa Priyo Subekti Priyo Subekti Priyo Subekti Purnama, Elita Candra Putri, Amelia R Deni Muhammad Danial Raffi, Muhammad Rahmadina, Alifia Rahmat, Khansa Thifal Raihan Naufal Rusmanan, Muhammad Ranissa Azahra Reina Riswanti Pertiwi Renaldy Sulaeman Resa Nurmala Resti Yunisa Retasari Dewi, Retasari Riana Aulia R Rifansah, Muhammad Ridho Riska Riska Riska Riska Rismawati, Rika Rizky, Nu Putri Novia Rositawati, Neng Rosmalianda Aprilia Rosyadi, Ayatullah Rosyadi, Puji Atesya Saeful Bahri Sahira, Winda Syifa Salsabila, Syahla Nazmi Santi Susanti Santi Susanti, Santi Saputri, Wawa Nazwa Shafira Yasmin Nandini Shelvy Delia Sari Simanjuntak, Cathrin Pebruanty Siska Hestiana Siti Aisyah Siti Khoeriyah Sopyan Saori Subarkah, Abdul Ilham Sukesna, Rifa Amalia Sumarlam Sumarlam, Sumarlam Sumarwati Sunarya, Erry Susanne Dida Susie Perbawasari Syamaila, Dreisagara Alna Syauqy Lukman Syifa Sharifa Rahmadani Teddy Kurnia Wirakusumah Tetty Sufianty Zafar Tien Setyaningtyas Tikawati Tikawati, Tikawati Toto Sugito Trie Damayanti Utang Suwaryo Wahyuni, Rhismah Tri Wawan Setiawan Wildan Maulana Firdaus Willy Andro Denelsen Tamba Yanti Setianti Yuliani, Irma Yunita Sari Zhahirin, Muhamad Nujjiya