Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Journal of International Conference Proceedings
Muhammad Robby Reynaldy Al Faridzie
Telkom University
Humanities Decision Sciences, Operations Research & Management Electrical & Electronics Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Influence of Social Media and e-WOM on Purchase Intention and Brand Image in Online Shops: An Empirical Study on Online Shop Consumers in Indonesia Muhammad Robby Reynaldy Al Faridzie; Arry Widodo
Journal of International Conference Proceedings Vol 6, No 2 (2023): 2023 ICPM Bandung Proceeding
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jicp.v6i2.2396

Abstract

The purpose of this study is to examine the influence of social media and e-WOM on purchase intention and brand image in online shops in Indonesia. An empirical study was carried out using data from online shop consumers in Indonesia through an online questionnaire. The sample used was 384 respondents chosen by the use of purposive sampling. Data analysis was performed using the SEM-PLS technique. According to research, social media and e-WOM have a substantial impact on purchase intent and brand perception in Indonesian online stores. Furthermore, at present the internet is a part that is often used by the general public, so social media and e-WOM have an important role in influencing consumer behavior in buying products at online shops. The managerial implication of this research is that online retailers must be mindful of their use of social media platforms and e-WOM as effective marketing strategies to increase buying interest and brand image of their products in the online market in Indonesia.
Co-Authors Arry Widodo