Proceedings of the World Conference on Governance and Social Sciences (WCGSS 2023)

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The Influence of E-WOM (Electronic-Word of Mouth) on Purchase Decision of Big Bananas Products in Makassar

Authors
Elsa Elisiana Elli1, *, Tuti Bahfiarti1, Muhammad Farid1
1Faculty of Social and Political Science, Hasanuddin University, Makassar, Indonesia
*Corresponding author. Email: elsaelisianae@gmail.com
Corresponding Author
Elsa Elisiana Elli
Available Online 29 April 2024.
DOI
10.2991/978-2-38476-236-1_54How to use a DOI?
Keywords
Instagram; E-WOM; Big Bananas
Abstract

The presence of the internet proves that human civilization is advancing. The accumulation of these advances is the integrity between humans as entities and the internet as a facility that encourages the formation of interaction between humans and other groups mediated by information devices, such as mobile phones, gadgets, and other tools. A shift has also occurred in WOM communication (word of mouth) due to the presence of the internet hence the presence of e-WOM. Consumers can get information and exchange opinions about products and services on social media. The purpose of this study was to determine the effect of e-WOM on Instagram on @Big.bananas product purchase decisions in Makassar City. The population in this study was Followers of the Instagram account @Big.bananas, with a sample of 346 respondents. This study uses the questionnaire method. The instruments used are correlations test, hypothesis test and R2 coefficient test. Data analysis techniques used is multiple linear regression and analyzed using SPSS 26. This study shows that e-WOM through Instagram has a significant effect on purchasing decisions.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the World Conference on Governance and Social Sciences (WCGSS 2023)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
29 April 2024
ISBN
10.2991/978-2-38476-236-1_54
ISSN
2352-5398
DOI
10.2991/978-2-38476-236-1_54How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Elsa Elisiana Elli
AU  - Tuti Bahfiarti
AU  - Muhammad Farid
PY  - 2024
DA  - 2024/04/29
TI  - The Influence of E-WOM (Electronic-Word of Mouth) on Purchase Decision of Big Bananas Products in Makassar
BT  - Proceedings of the World Conference on Governance and Social Sciences (WCGSS 2023)
PB  - Atlantis Press
SP  - 517
EP  - 523
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-236-1_54
DO  - 10.2991/978-2-38476-236-1_54
ID  - Elli2024
ER  -