THE IMPACT OF E-WOM IN INSTAGRAM PAID PROMOTE ON CONSUMERS’ INTENTION TO PURCHASE

• Main Author: Zora Nindita, Dianty
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72324
• Institution: Institut Teknologi Bandung

Introduction- Instagram in Indonesia continues to evolve in becoming a business opportunity by the locals to selling their product online. In order to get wider market, many local businesses try to adopt advertisement using social media such as paid promote. Paid promote is one of social media promotion using advertisement conducted by several Instagram accounts which have a number of hundreds to thousands of followers to promote a product or service through its account. Using social media to advertise a product can enhance their intention to purchase toward the product since they are free to leave a comments, like, and follow the product promoted. Availability of comment section on Instagram enable the viewers to leave a comment toward the advertisement that may generate e- WOM. E-WOM in this study defined as the viewers negative and positive reaction and opinion in the form of a verbal message to the product advertised in Instagram Paid promote. Method- This research used Quality, Authority, Credibility, Interestingness, Valence, Volume, Internet Experience, Acceptance toward e-WOM in Advertising, and Purchase Intention as the variable examined in the construct. Questionnaires distributed to 405 to respondents remain valid. Data collected was analyzed using Microsoft Excel and SPSS 20 and performed through Frequency Analysis, Confirmatory Factor Analysis, Multi Linear Regression and Path Analysis. Findings – The result found that used Quality,Authority,Credibility, Interestingness, Valence, Internet experience affect consumers’ Acceptance toward e-WOM in advertising. Meanwhile a lot number of commentaries available does not affect higher acceptance toward e-WOM in advertising. However, higher acceptance toward e-WOM in advertising will generate higher intention to purchase.