Marcommers : Jurnal Marketing Communication and Advertising
Vol 14, No 1 (2025)

Kekuatan Rekomendasi Digital : Pengaruh eWOM di Instagram terhadap Keputusan Pembelian Produk Liptint

Putri, Diva Hani (Unknown)
Ardha, Berliani (Unknown)
Susilowardhani, Erna Mariana (Unknown)

Article Info

Publish Date
20 Mar 2025

Abstract

Penelitian ini menganalisis pengaruh Electronic Word of Mouth (eWOM) di Instagram terhadap keputusan pembelian produk liptint Barenbliss. Dengan pendekatan kuantitatif dan metode survei terhadap 100 followers @barenbliss_id, ditemukan bahwa eWOM berpengaruh signifikan terhadap keputusan pembelian dengan kontribusi sebesar 79,1%. Dimensi platform assistance dan positive self-enhancement menjadi yang paling dominan. Temuan ini menegaskan pentingnya strategi komunikasi digital berbasis partisipasi konsumen dalam membangun loyalitas merek kosmetik

Copyrights © 2025




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Original Source
Download Original
Google Scholar
Check in Google Scholar
Journal Info
Marcommers : Jurnal Marketing Communication and Advertising
Website

Abbrev

marcommers

Publisher

Universitas Mercu Buana

Subject

Humanities Languange, Linguistic, Communication & Media Social Sciences

Description

Marcommers is a peer -reviewed scientific journal that published two (2) times a year, in March and October. Editors receive research papers that closely related to the field of Marketing Communication (Advertising, Digital Marketing Communication and consumen behavior). Research themes focused on ...