AN INVESTIGATION OF IMPACT ELECTRONIC WORD OF MOUTH AND WORD OF MOUTH ON PURCHASE INTENTION GIRI HILL CAFÉ GRESIK(Survey on College Student)

Rosa Rilantiana¹, Roostikasari Nugraheni¹, Berto Mulia Wibawa²
Ainindya Saskita Cahya Putri¹
¹Universitas Internasional Semen Indonesia, Jalan Veteran, Gresik, East Java, Indonesia
Email : manajemen@uisi.ac.id
²Institut Teknologi Sepuluh Nopember, Raya ITS, Suarabaya, East Java, Indonesia
Email : mbisnis@its.ac.id

Abstract

Social media today is increasingly used by consumers to review a product so consideration of consuming products and services. Therefore, it is natural to say social media is a revolutionary new trend in influencing new customers. The influence of the popularity of social media has changed the picture of Word of Mouth (WOM) through Electronic Word of Mouth (eWOM). Therefore, marketers need to pay attention to e-WOM in social media because most people listen to close relatives and friends, or others they perceive as experts as well as the odds of foreigners to help disseminate messages on social media. This research uses multiple regression test as part of analysis from research, where influence of eWOM has more influence than WOM on Purchase Intention.

Keywords: eWOM, WOM, Purchase Intention

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