Research Article
Electronic Word of Mouth as a Marketing Communication Tool Agains Brand Attitudes and Purchase Intention
@INPROCEEDINGS{10.4108/eai.9-10-2019.2291098, author={Rurry Citra Devianti and Irwansyah Irwansyah}, title={Electronic Word of Mouth as a Marketing Communication Tool Agains Brand Attitudes and Purchase Intention}, proceedings={Proceedings of the 1st Padjadjaran Communication Conference Series, PCCS 2019, 9 October 2019, Bandung, West Java, Indonesia}, publisher={EAI}, proceedings_a={PCCS}, year={2020}, month={1}, keywords={electronic word of mouth marketing communication brand attitude purchase intention}, doi={10.4108/eai.9-10-2019.2291098} }- Rurry Citra Devianti
Irwansyah Irwansyah
Year: 2020
Electronic Word of Mouth as a Marketing Communication Tool Agains Brand Attitudes and Purchase Intention
PCCS
EAI
DOI: 10.4108/eai.9-10-2019.2291098
Abstract
The purpose of this research is to find out and analyze electronic word of mouth (eWOM) in social media Instagram, can influence brand attitude and purchase intention in lipstick brand By Lizzie Parra (BLP). BLP is a lipstick product that was born through a digital store first, and then they opened its offline stores which are now spread in three cities in Indonesia. This research was conducted by using a quantitative method with convenient sampling while data were collected from scaled questionnaire through using the online survey. The use of this method isn't only illustrates the concepts and facts that exist, but intends to analyze and explain the causal influence between the variables through hypotheses testing. The sample in this study totaled 110 respondents, the sampling technique was taken random with the criteria of female that having an Instagram social media account, also knowing BLP lipstick products. Data were analyzed using a variance-based Structural Equation Model (SEM), using the Analysis of Moment Structures (Amos). Word of mouth significantly it has a strong influence on brand attitude and purchase intention.