Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Vol. 7 No. 4 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah

Pengaruh Electronic Word of Mouth dan Video Content Marketing Terhadap Niat Beli Produk Erigo di Semarang

Faisal Dwi Eksanto (Unknown)
Alimuddin Rizal (Unknown)

Article Info

Publish Date
04 Apr 2025

Abstract

This study was conducted to analyze the effects of electronic word of mouth and video content marketing on purchase intention. The respondents of this study were customers of Erigo products in Semarang, totaling 162 individuals. The sampling technique used was purposive sampling, and the data were analyzed using PLS SEM (Partial Least Squares Structural Equation Modeling). The results of this study indicate that purchase intention is positively and significantly influenced by electronic word of mouth and video content marketing. The most dominant influence on purchase intention comes from the e-WOM variable.

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Journal Info
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Website

Abbrev

alkharaj

Publisher

Institut Agama Islam Nasional Laa Roiba Bogor

Subject

Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

Description

Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah is a scientific journal published by Pusat Riset dan Kebijakan Strategis PRKS) of  Institut Agama Islam Nasional (IAI-N) Laa Roiba Bogor in collaboration with Masyarakat Ekonomi Syariah (MES) and Intelectual Association for Islamic Studies ...