PENGARUH E-WOM TERHADAP MINAT BELI PRODUK FESYEN PADA MEDIA SOSIAL

Abstract

The “growth of social networking sites has changed the living style of people around the globe and it has also become an important tool for marketers. This growth has also emerged electronic word of mouth that significantly shapes the purchase intention of consumers. This study investigates the outcome of electronic word of mouth on purchase intention of Instagram users. It also identifies the major factors influencing the electronic word of mouth to buy fashion products. A survey was conducted to collect data from 503 Instagram users. Data collected through questionnaire was empirically analyzed using SPSS Process macro developed by Hayes and Preacher (2014). The findings confirm the electronic word of mouth is an effective factor influencing purchase intention of fashion brands. The findings also confirm the role of Preferences, trustworthiness, expertness, informational influence and high fashion involvement as major factors influencing electronic word of mouth. Findings from the study help to assist the companies that use social networking sites like Instagram for promotion of” their products in targeting the factors that have major influence on purchase intention of fashion products.