E-WOM Referral: A New Factor to Influence Your Customer To Purchase

Angela Novianti Gea (Bina Nusantara University, Jakarta, Indonesia)
Viany Utami Tjhin (Bina Nusantara University, Jakarta, Indonesia)

Kesatria : Jurnal Penerapan Sistem Informasi (Komputer dan Manajemen)
Vol 4, No 2 (2023): Edisi April

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.