The Effect of Electronic Word of Mouth (e-wom), Brand Awareness, And Price Perception Towards Purchase Intention on Instagram Muhamad Al Faruq Abdullah(a*), Yanthy H. Pangaribuan(b), Wenny Desty Febrian(c), Fathihani(d), Didin Hikmah Perkasa(e), Nur Endah Retno Wuryandari(f)
(a*,b,c,d,e,f) Universitas Dian Nusantara, Indonesia
Abstract
The purpose of this study is to determine the effect of the relationship variables that affect purchase intention on Instagram, a social media platform whose popularity is growing at the present time. Primary data were collected through the use of questionnaires sent to a total of 120 respondents located in a variety of cities throughout Indonesia. The data were analyzed using the application of Structural Positive and Equation Model (SEM) Partial Least Square (smartPLS 3.0), with the goal of determining all of the relationships that exist between the variables of Price Perception, Electronic Word of Mouth (E-WOM), and Brand Awareness on purchase intention in the model.
Keywords: Price perception, electronic word of mouth (e-wom), brand awareness, purchase intention.
Topic: Management (HR, Marketing, Finance, Operational, and Strategic Management)
