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All Journal Gema Wiralodra Jurnal Indonesia Sosial Teknologi
Kinari, Kintan
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Computer Science & IT Economics, Econometrics & Finance Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences Other

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A literature review study of electronic word of mouth factors that influence purchasing decisions Kinari, Kintan; Drupadi , Agatha Citra Vannesa; Yunita, Zhafira; Indra, Ricardo
Gema Wiralodra Vol. 14 No. 3 (2023): Gema Wiralodra
Publisher : Universitas Wiralodra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31943/gw.v14i3.597

Abstract

The rapid growth of social media platforms such as Instagram makes it easier for businesses to market their products via the internet. Marketing is frequently done via the internet, and this marketing is made more widely known through social media, and it may even become a trending product. Electronic word of mouth is one of the marketing communication strategies used by businesses with the help of the internet. This strategy is used to achieve a specific goal, such as purchasing decisions. This is what makes the purpose of this study, namely to see whether there is an effect of electronic word of mouth personal body care products on purchasing decisions as buying behavior. This study reviewed previous research with a specific set of processes as a literature review. SLR research is carried out for various purposes, namely to identify, review, evaluate, and interpret all available research on interesting topic areas with specific relevant research questions. This study found that e-WOM had a positive and significant effect on purchasing decisions. There is discussion about the forming factors of e-WOM, the role of e-WOM on consumer behavior, and many other discussions that discuss e-WOM in influencing purchasing decisions. The usefulness of reviews from other reviewers is considered an important factor influencing buyers purchasing decisions in this age of high-tech, it's no wonder that consumers place the greatest trust in people they know and the online opinions of fellow shoppers.
The Influence Of Brand Trust And Advertising On Purchasing Decisions And Repurchase Intentions Kinari, Kintan; Karimah, Dwi Laras; Pramesti, Berliana Indah; Citra V.D, Agatha; Indra, Ricardo
Jurnal Indonesia Sosial Teknologi Vol. 5 No. 01 (2024): Jurnal Indonesia Sosial Teknologi
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jist.v5i01.751

Abstract

The rapid development of the use of social media such as Instagram makes it easier for business people to market their products using the internet. It is not uncommon for marketing to be done via the internet and this marketing is better known through social media and has even become a trending product. Basically, marketing communication is carried out to gain the trust of the public through advertising or other programs. One of the marketing communication strategies carried out by companies using the internet is advertising. This advertising is carried out to obtain a certain goal such as purchasing decisions and repurchase intentions. Objective: To determine the influence of brand trust and advertising on purchasing decisions and repurchase intentions. Research design, data and methodology: Distributing online questionnaires via the Google online platform to 100 audiences who follow Dove's Instagram account. After all the data is collected, it is processed using Structural Equation Modeling Partial Least Squares. Results and Discussion: The research results found that brand trust and advertising have an influence on purchasing decisions and repurchase intentions.
Co-Authors Citra V.D, Agatha Drupadi , Agatha Citra Vannesa Indra, Ricardo Karimah, Dwi Laras Pramesti, Berliana Indah Yunita, Zhafira