The Effect Of Credibility, Electronic Word of Mouth Communication on Purchase Intentions

Abstract

The purpose of this study is to analyze the EWOM (Electronic Word Of Mouth) factors, namely the credibility, quality, and quantity of EWOM that affect purchase intentions through the company's image on the @ Jilbrave.Official account. This type of research is quantitative research. The population used was Muslim women in Surakarta.
 The sampling technique was carried out using probability sampling methods. This study used a questionnaire as a data collection method with a sample of 133 respondents. Data were analyzed using the SPPS 22 program. This study used simple regression analysis. The independent variables in this study are credibility (X1), quality (X2), and quantity (X3) of EWOM, while the dependent variables are purchase intention (Y) and company image (M) as the mediating / intervening variables.
 The results of this study indicate that: (1) EWOM credibility has a significant effect on purchase intentions on the @ jilbrave.official account, (2) EWOM quality has no significant effect on purchase intentions on the @ jilbrave.official account, (3) EWOM quantity has a significant effect on intention. purchases on the @ jilbrave.official account, (4) EWOM credibility has a significant effect on the company's image on the @ jilbrave.official account, (5) EWOM quality has no significant effect on company image on @ jilbrave.official account, (6) EWOM quantity has a significant effect on the company image on the @ jilbrave.official account, (7) The credibility and quantity of EWOM have a significant effect on purchase intentions on the @ jilbrave.official account through the company's image.

The Effect of Credibility, Quality, and Quantity of Ewom on Purchase Intention

“…: 2087-1872 eISSN : 2503-2968 jurnalefektif.janabadra.ac.id kualitas dan kuantitas e-WOM memiliki pengaruh positif pada niat beli konsumen (Prastiwi & Aminah, 2021). Menurut Kudeshia & Kumar, (2017), sikap konsumen terhadap merek dan niat beli secara signifikan dipengaruhi oleh e-WOM dari pengguna di situs jejaring sosial.…”

“…Penelitian yang dilakukan oleh Mariasih & Setiyaningrum, (2021), Rahayu, (2017, Tajuddin et al, (2020) menyatakan bahwa kualitas e-WOM memiliki pengaruh yang signifikan terhadap niat pembelian. Hasil penelitian tersebut berbeda dengan hasil penelitian yang dilakukan oleh Cheung et al, (2008) dan Prastiwi & Aminah, (2021), dimana kualitas e-WOM tidak berpengaruh signifikan terhadap niat beli. Berdasar beberapa riset yang memberikan hasil berbeda, peneliti mencoba melakukan penelitian dengan beberapa tambahan variabel yaitu variabel kualitas dan kuantitas e-WOM terhadap niat beli produk, untuk mengisi kesenjangan penelitian sebelumnya, dimana pada penelitian ini kualitas dan kuantitas dari e-WOM dicoba diangkat terkait dengan pengaruhnya pada niat beli produk, sehingga variabel yang diangkat adalah kredibilitas, kuantitas dan kualitas e-WOM terhadap niat beli.…”

“…Dikatakan bahwa e-WOM yang kredibel dapat berdampak pada pembentukan ISSN : 2087-1872 eISSN : 2503-2968 jurnalefektif.janabadra.ac.id kepercayaan dan loyalitas konsumen (Prastiwi & Aminah, 2021). e-WOM credibility berhubungan dengan sejauh mana seseorang menilai bahwa rekomendasi dari sumber tertentu, baik orang atau organisasi dapat dipercaya maupun tidak (Fogg et al, 2002).…”