The Impact of Electronic Word-of-Mouth on the Purchase Intention

DOI

10.2991/assehr.k.201209.063How to use a DOI?

Keywords

electronic word of mouth, purchase intention, young people

Abstract

Electronic word-of-mouth (eWOM) is an informal communication among consumers through the technology of the internet. This kind of communication is one of the marketing methods to influence consumers’ behavior in purchasing goods and services. Meanwhile, purchase intention is a consumer’s desire for the fulfillment of needs and desires that are hidden in the minds of consumers. The purpose of this study is to determine the effect of electronic word-of-mouth on the purchase intention of Modern Vespa vehicle in Jakarta, Indonesia. Data collection is done by distributing questionnaires to 100 respondents. Researcher using Statistical Package for the Social Sciences (SPSS) 15 to analyze the data. The research discovered that there is correlation value between the intervals of 0.80-1.0 means that electronic word-of-mouth has a strong enough relationship to the intention of buyers to transact. It contributes 75.9% and the remaining 24.1% will be influenced by other factors. The conclusion from this deepening to increase the purchase intention can be done one of them by improving the electronic word-of-mouth as a marketing method.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Albhet Dyego
AU  - Roswita Oktavianti
PY  - 2020
DA  - 2020/12/12
TI  - The Impact of Electronic Word-of-Mouth on the Purchase Intention
BT  - Proceedings of the 2nd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2020)
PB  - Atlantis Press
SP  - 410
EP  - 415
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.201209.063
DO  - 10.2991/assehr.k.201209.063
ID  - Dyego2020
ER  -