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Elfira Elfira, Elfira
Tadulako University
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Journal : Advances in Management

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The Influence of Electronic Word of Mouth (e-WOM) on Facebook on Purchase Decisions Elfira, Elfira; Suhaety, Yeye; Fasihat, Dian Urna
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 Abeng, Andi Tenri Abidin, Lidya Achmad Fauzi Agustang, Andi Andi Nurochmah Bahri bahri Darwis, Muh Ekaputri, Andi Rizka Elfiana Elfiana Fasihat, Dian Urna Fifi Arfini, Fifi Gunawan, Muhammad Alief Indriani Indriani Lindayani, Linlin Maisyaroh Muh. Darwis Muhammad Syukur Mutiar, Astri Najamuddin Najamuddin, Najamuddin Naya Desparita Nuraisah, Nuraisah Nurfadila Nurfadila, Nurfadila Nurfadilah Nurfadilah Nursayuti, Nursayuti Raden Bambang Sumarsono Rezky Amalia, Rezky Simanjuntak, Sri Yunita Sirajuddin Saleh Sulfiyani A, A Hadijah Sulfiyani, A.Hadijah Sumarlin Mus Syam, Sriwidayani Tamam, Moh. Badrut Umar, Nurhikma Yeye Suhaety