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Any Urwatul Wusko
Universitas Yudharta Pasuruan
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Journal : Jurnal Ekonomi, Bisnis dan Manajemen

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Pengaruh User Generated Content Dan E-Wom Terhadap Purchase Intention Dan Purchase Decision Pada Pembeli Produk Nyrtea Di Instagram Faizatul Wafiyah; Any Urwatul Wusko
Jurnal Ekonomi, Bisnis dan Manajemen Vol. 2 No. 3 (2023): September : Jurnal Ekonomi, Bisnis dan Manajemen
Publisher : FEB Universitas Maritim Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58192/ebismen.v2i3.1278

Abstract

This study aims to determine the relationship of the User Generated Content and E-WOM variables to Purchase intention and Purchase Decision on Nyrtea's Instagram Followers. The sample of this study was 100 respondents who were Nyrtea Instagram followers, had respondents' criteria from the age of 17 and had made purchases through Instagram social media. Sampling techniques using the questionnaire distribution method through Google Forms. The analysis tool used in the form of SmartPLS 4.0. The results show that UGC has a positive and significant effect on purchase intention, E-WOM has a positive and significant effect on Purchase intention, UGC has no positive and significant effect on Purchase Decision, E-WOM has a positive and significant effect on Purchase Decision, Purchase intention is positive and has a positive effect significant to Purchase Decision.
Co-Authors Afida, Siti Nur Alfiatur Rohmania Amang Fathur Rohman Amang Fathur Rohman Aminullah Aminullah Amma Fazizah Andari Sonaria Andriani Kusumawati Arsyi, Mokhammad Ryan Auliyah, Kholifatul Badrus Sholeh dwian mukhsinin huda Eko Agus Alfianto Eko Agus Alfiantoro Faizatul Wafiyah Fernandito Putra Perdana Handayani, Putri Meli Hapshoh, Nabilah Adawiyah Al Ike Rahma Fitriya Inayatul Maula Kharisma, Afiifah Nuur Kholid Mutadlo kholila Khoviyah, Silvi Nur Mariyah Ulfa Maula, Inayatul Miftahul Huda Miftahul Huda Muhammad Agus Muljanto Muhammad Nizar Muhammad Wardianto Muhammad, Alvi Nur Nafiatul Islamiyah Nuraeni Nuraeni Putra, Wahyu Maulana Rahmad Zainul Abidin Rizki Amalia shinta chamelia Siti Nur Afida Siti Zulaikhah Suharyono Suharyono Verawati, Nova Vina Ainun Jariyah Wardianto, Muhammad Zainul Arifin