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Pengaruh Electronic-Word Of Mouth Dari Teman Dan Selebritas Di Media Sosial Instagram Terhadap Purchase Intention Produk Makanan Dan Minuman Merek Lokal
Nowadays, almost all of us have at least one Instagram account. Instagram is one of many social media platforms that allows their users to communicate with each other. Instagram have various features that enable their user to freely share their opinion and information regarding product or service. The purpose of this study was to examine the impact of this information circulating on Instagram (eWOM) to consumer’s purchase intention. This study uses the Information Acceptance (IACM) model which is processed using structural equation modeling (SEM) using questionnaire data from 321 respondents. The respondents were further divided based on the source, with 183 respondents chose friends as a source of information and 138 respondents chose Instagram celebrities as a source of information. The results of this study prove that information quality, credibility, usefulness and adoption, needs of information and attitude towards information are the determinants of eWOM on Instagram social media and affect consumer purchase intentions..Ada Tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 13211 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Program Studi Manajemen Fakultas Ekonomi dan Bisnis UI 2021 |
|---|---|
| Edisi | - |
| Subjek | Social media Purchase intention Electronic word of mouth |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | 104 p. ; diagr. ; 30 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |