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All Journal Kesatria : Jurnal Penerapan Sistem Informasi (Komputer dan Manajemen)
Angela Novianti Gea
Bina Nusantara University, Jakarta, Indonesia
Computer Science & IT Control & Systems Engineering

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E-WOM Referral: A New Factor to Influence Your Customer To Purchase Angela Novianti Gea; Viany Utami Tjhin
Kesatria : Jurnal Penerapan Sistem Informasi (Komputer dan Manajemen) Vol 4, No 2 (2023): Edisi April
Publisher : LPPM STIKOM Tunas Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30645/kesatria.v4i2.159

Abstract

Instagram has been the place to exchange information for years. Now businesses can work with influencers to influence their followers to try their endorsement products by using eWOM referral. Every post that talks about a product/service is called eWOM, whether it is out of free will or paid, and a referral means to refer someone else to purchase something. This research will examine factors that can significantly influence purchase intention. A questionnaire will be given to determine the tendencies and calculate using SEM-PLS. The result shows that purchase intention is significantly influenced by information quality and eWOM referral.
Co-Authors Viany Utami Tjhin