THE EFFECT OF ELECTRONIC WORD-OF-MOUTH ON CONSUMER PURCHASE INTENTION (CASE STUDY: BANDUNG CULINARY INSTAGRAM ACCOUNT)
Nowadays, communication between people occurred in the basic of text-based communication on electronic social media. This study focuses on social media Instagram as one of text-based technology that used by business people as a tool of Electronic Word-of-Mouth (eWOM) to attract customer then lead to...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/78702 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Nowadays, communication between people occurred in the basic of text-based communication on electronic social media. This study focuses on social media Instagram as one of text-based technology that used by business people as a tool of Electronic Word-of-Mouth (eWOM) to attract customer then lead to purchase intention. The study focuses on the using of Instagram for culinary business in Bandung. There are two types of Bandung culinary Instagram account, first is an account which shared collective culinary places and second is an account that only shared about one culinary place (official account).
Allegedly, Instagram is used as a substitute of WOM communication to eWOM communication. This study is conducted to know the direct and indirect relationship between consumer and purchase intention with eWOM Instagram as the intervening variable.
The study was conducted in period of February to June 2015. It uses quantitative and qualitative method with Concurrent Embedded Strategy. Quantitative method was conducted through questionnaire which was disseminated to 255 respondents via online form on bit.ly/akunkuliner. Meanwhile, qualitative was conducted through in-depth interview with 7 key informants. Those respondents and key informants are Instagram Users which has followed Bandung Culinary Instagram account. This study uses SEM (Structural Equation Modelling) method to analyze the data with software AMOS 22.
The study shows that the role of eWOM Instagram only gives partial mediation effect to the relationship between customer and purchase intention. In choosing culinary places, the strength of WOM communication still has more significant effect than eWOM communication. Factors such as friends, place, price, and type of food are influencing intention of consumer to visit a culinary place. The interest of Bandung society about culinary places can help Bandung to create image as Culinary City. |
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