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Authors: Muhammad Dian Ruhamak ; Pamadya Vitasmoro and Afif Nur Rahmadi

Affiliation: Kadiri University, Indonesia

Keyword(s): Testimonial, Promotion Based Social Media, Electronic word Of Mouth, Purchase Intention.

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 r eal 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. (More)

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Paper citation in several formats:
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 - ANCOSH; ISBN 978-989-758-343-8, SciTePress, pages 78-81. DOI: 10.5220/0007415600780081

@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 - ANCOSH},
year={2018},
pages={78-81},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0007415600780081},
isbn={978-989-758-343-8},
}

TY - CONF

JO - Proceedings of the Annual Conference on Social Sciences and Humanities - 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
PB - SciTePress

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