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All Journal Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Sovi Iriyanti
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Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Strategi Digital Marketing: Pengaruh E-WOM dan Iklan Media Sosial terhadap Niat Beli Konsumen Produk Kosmetik Sovi Iriyanti; Harmanda Berima Putra
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 5 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah 
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v7i5.7116

Abstract

This study aims to examine the influence of Electronic Word of Mouth (E-WOM) and social media advertising on consumers' purchase intention. The research employs a quantitative method. It involves 146 respondents who intend to purchase cosmetic products from a specific brand in Semarang City. The data were analyzed using multiple linear regression analysis with SPSS. The regression analysis results indicate that Electronic Word of Mouth (E-WOM) has a positive effect on consumers' purchase intention, and social media advertising also positively influences consumers' purchase intention.
Co-Authors Putra, Harmanda Berima