Kirana, Ajeng and Bursan, Rinaldi and Ramelan, Mudji Rachmat (2022) Pengaruh Electronic Word Of Mouth si Media Sosial Terhadap Keputusan dalam Membeli Produk MS Glow. Jurnal Ekonomi Akuntansi Dan Manajemen, 2 (2). pp. 325-338. ISSN 1358-0394

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Abstract

This study aims to determine the effect of Electronic Word of Mouth (e-WOM) on Instagram social media on the decision to buy Ms Glow products. This study uses a quantitative approach and a questionnaire as an instrument to take a sample of 160 respondents, who are influenced by Electronic Word Of Mouth on Instagram social media in making purchasing decisions for Ms Glow products in Bandar Lampung. The results of data analysis using multiple linear regression show that partially and simultaneously, the variables of e-WOM Credibility, e-WOM Quality, and e-WOM Quantity on Instagram social media have a positive and significant effect on decisions to buy Ms Glow products in Bandar Lampung.

Item Type:	Article
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Fakultas Ekonomi dan Bisnis (FEB) > Prodi Manajemen
Depositing User:	Rinaldi Bursan
Date Deposited:	06 Jul 2022 01:13
Last Modified:	06 Jul 2022 01:13
URI:	http://repository.lppm.unila.ac.id/id/eprint/42897

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