Electronic Word-Of-Mouth dalam Pembelian Produk Kecantikan

##plugins.themes.bootstrap3.article.sidebar##

PDF (Bahasa Indonesia)
Published Dec 14, 2022
DOI https://doi.org/10.21632/kbi.4.2.137-149

##plugins.themes.bootstrap3.article.main##

Aura Fonda Firdausa
School of Business and Economic, Universitas Prasetiya Mulya, BSD City Kavling Edutown I.1, Jl. BSD Raya Utama No.1, BSD City, Kec. Pagedangan, Kabupaten Tangerang, Banten 15339, Indonesia
Livina Livina
School of Business and Economic, Universitas Prasetiya Mulya, BSD City Kavling Edutown I.1, Jl. BSD Raya Utama No.1, BSD City, Kec. Pagedangan, Kabupaten Tangerang, Banten 15339, Indonesia
Istijanto Istijanto
School of Business and Economic, Universitas Prasetiya Mulya, BSD City Kavling Edutown I.1, Jl. BSD Raya Utama No.1, BSD City, Kec. Pagedangan, Kabupaten Tangerang, Banten 15339, Indonesia
Krishnamurti Murniadi
School of Business and Economic, Universitas Prasetiya Mulya, BSD City Kavling Edutown I.1, Jl. BSD Raya Utama No.1, BSD City, Kec. Pagedangan, Kabupaten Tangerang, Banten 15339, Indonesia

Abstract

The purpose of this study is to examine whether the factors of e-WOM involvement (consumer opinions both positively and negatively towards a product or brand that are disseminated via the internet) can influence the intention to purchase skincare products on Instagram in Indonesia, through the Elaboration Likelihood Model (ELM) theory. and Theory of Reasoned Action (TRA). Data analysis was carried out using AMOS Structural Equation Modeling (SEM) with 360 respondent data through online questionnaires and using a non-probability sampling technique, namely judgmental sampling. This study provides findings, namely: (1) the quality of information and the quality of brand Instagram accounts have no effect on e-WOM involvement, (2) information credibility, social support, innovative behavior, and attitudes towards e-WOM have a significant effect on e-WOM involvement, (3) attitudes towards e-WOM have a significant effect on purchase intention, and (4) e-WOM involvement has a significant effect on purchase intention.

##plugins.themes.bootstrap3.article.details##

How to Cite
FIRDAUSA, Aura Fonda et al. Electronic Word-Of-Mouth dalam Pembelian Produk Kecantikan. Kajian Branding Indonesia, [S.l.], v. 4, n. 2, p. 137-149, dec. 2022. ISSN 2721-2092. Available at: <https://journal.prasetiyamulya.ac.id/journal/index.php/kbi/article/view/951>. Date accessed: 05 july 2025. doi: https://doi.org/10.21632/kbi.4.2.137-149.
ABNT APA BibTeX CBE EndNote - EndNote format (Macintosh & Windows) MLA ProCite - RIS format (Macintosh & Windows) RefWorks Reference Manager - RIS format (Windows only) Turabian
Issue
Vol 4 No 2 (2022): Kajian Branding Indonesia
Section
Articles
Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

An objective of the KBI is to promote the wide dissemination of the results of systematic scholarly inquiries into the broad field of business research. Permission is hereby granted to reproduce any of the contents of the journal for use in courses of instruction, as long as the source and “Kajian Bisnis Indonesia copyright” are indicated in any such reproductions.

Written application must be made to the Managing Editor for permission to reproduce any of the contents of the journal for use in other than course of instruction—e.g., inclusion in books of readings or in any other publications intended for general distribution. In consideration for the grant of permission by the journal in such instances, the applicant must notify the author(s) in writing of the intended use to be made of each reproduction. Normally, the journal will not access a charge for the waiver of copyright.

Except where otherwise noted in articles, the copyright of articles in the journal has been transferred to the KBI. Where the author(s) has (have) not transferred the copyright to the KBI, the applicant must seek a permission to reproduce (for all-purpose) directly from the author(s).