Proceedings of the 1st International Conference on Research in Communication and Media (ICORCOM 2021)

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The Influence of Electronic Word of Mouth on Twitter Social Media on Emina’s Cosmetic Product Purchase Decision

Authors
Heni Astari1, *, Choirul Fajri1
1Universitas Ahmad Dahlan, Yogyakarta, Indonesia
*Corresponding author. Email: heni1700030078@webmail.uad.ac.id
Corresponding Author
Heni Astari
Available Online 18 April 2023.
DOI
10.2991/978-2-38476-016-9_3How to use a DOI?
Keywords
electronic word of mouth; purchase decision; social media
Abstract

This study aims to determine the effect of Electronic Word of Mouth on Twitter social media on purchasing decisions for Emina cosmetic products. Variable X used is Electronic Word of Mouth and variable Y used is purchasing decision. This research uses explanatory survey research using a quantitative approach. The sample used in this study amounted to 98 respondents who use Emina cosmetic products. The sampling technique used was simple random sampling technique and the data collection technique was using a questionnaire through google forms. The data analysis technique used is instrument test (validity test and reliability test, correlation test, normality test and simple linear regression analysis. The results of this study were tested based on the analysis of the coefficient of determination used to calculate the influence of the independent variable on the dependent variable. From the results of data analysis, the R square result is 0,591, this indicates that 59,1% electronic word of mouth (X) affects purchasing decisions (Y).

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 1st International Conference on Research in Communication and Media (ICORCOM 2021)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
18 April 2023
ISBN
978-2-38476-016-9
ISSN
2352-5398
DOI
10.2991/978-2-38476-016-9_3How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Heni Astari
AU  - Choirul Fajri
PY  - 2023
DA  - 2023/04/18
TI  - The Influence of Electronic Word of Mouth on Twitter Social Media on Emina’s Cosmetic Product Purchase Decision
BT  - Proceedings of the 1st International Conference on Research in Communication and Media (ICORCOM 2021)
PB  - Atlantis Press
SP  - 26
EP  - 35
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-016-9_3
DO  - 10.2991/978-2-38476-016-9_3
ID  - Astari2023
ER  -