The Influence of Testimonial, Social Media-based Promotions and Electronic Word of Mouth toward Purchase Intention

Muhammad Dian Ruhamak, Pamadya Vitasmoro, Afif Nur Rahmadi

Abstract

This research is to know the influence of testimonial, social media based promotions and electronic word of mouth toward purchase intention at Laris online shop. The method of data collected used questionnair. Data analysis uses validity and reliablity test, doubled regression, F and T hypothesis, and also coefficient determination. The result of this research shows that testimonies have significant influence toward purchase intention, and then social media based promotion has significant influence also toward purchase intention. Electronic word of mouth has significant effect toward purchase intention. Electronic word of mouth has in line correlation, and also contribution toward purchase intention. The result of coefficient determination shows that testimonial influence, social media based promotion and electronic word of mouth have contribution 20.4% toward purchase intention. It is because the consumers have more trust toward comments and suggestions from the customers who have real experiences of online shop service than the testimonies from social media of online shop owner which can be created. The conclusion is that electronic word of mouth is the most influential factor toward purchase intention of consumers.

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Paper Citation


in Harvard Style

Ruhamak M., Vitasmoro P. and Rahmadi A. (2018). The Influence of Testimonial, Social Media-based Promotions and Electronic Word of Mouth toward Purchase Intention.In Proceedings of the Annual Conference on Social Sciences and Humanities - Volume 1: ANCOSH, ISBN 978-989-758-343-8, pages 78-81. DOI: 10.5220/0007415600780081


in Bibtex Style

@conference{ancosh18,
author={Muhammad Dian Ruhamak and Pamadya Vitasmoro and Afif Nur Rahmadi},
title={The Influence of Testimonial, Social Media-based Promotions and Electronic Word of Mouth toward Purchase Intention},
booktitle={Proceedings of the Annual Conference on Social Sciences and Humanities - Volume 1: ANCOSH,},
year={2018},
pages={78-81},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0007415600780081},
isbn={978-989-758-343-8},
}


in EndNote Style

TY - CONF

JO - Proceedings of the Annual Conference on Social Sciences and Humanities - Volume 1: ANCOSH,
TI - The Influence of Testimonial, Social Media-based Promotions and Electronic Word of Mouth toward Purchase Intention
SN - 978-989-758-343-8
AU - Ruhamak M.
AU - Vitasmoro P.
AU - Rahmadi A.
PY - 2018
SP - 78
EP - 81
DO - 10.5220/0007415600780081