Hendri, Muhammad Deni (2025) Pengaruh Electronic Word of Mouth (E-Wom) Terhadap Keputusan Pembelian @zaaferindonesia. Other thesis, Universitas Islam Riau.

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Abstract

This study aims to see how much influence electronic word of mouth (e-wom) has on @zaaferindonesia purchase decisions. The Instagram account @zaaferindonesia is a social media that sells clothing brands, especially men. This study uses AIDA theory with the dimensions of attention, interest, desire and action which are used as purchasing decision making by consumers. In this study, the method used was quantitative with a sample of 100 people using Probability Sampling, using the Simple Random Sampling technique. By using a questionnaire as an instrument which is then processed using the SPSS 25 application. The Validity Test Instrument was carried out using Correlations Product Moment and the Reliability Test using Croncbac'h Alpha. To analyze using the Simple Linear Regression Test. The results obtained that the influence of electronic word of mouth (e-WOM) on purchase decisions @zaaferindonesia significant. With the results of the T test output coefficient, it is known that T is calculated as 1.987 while T table is 1.987 so that 23.363 > T table is 1.987. Therefore, it can be concluded that this study shows that electronic word of mouth (e-wom) has a significant influence on purchasing decisions @zaaferindonesia

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