Instagram and Ewom to purchase intantion and purchase decisions of culinary in bogor
Luthfiyatillah, Sitti Hamidah Mujahidah, Ririn Triratnasari
Universitas Airlangga
Abstract
This study aims to determine the direct effect of media instagram and Electronic word of mouth (E-wom) on Momomilk Restaurant-s consumer purchase decision. The research method used in this research is Structural Equation Modeling (SEM), whereas data collection is done by distributing questionnaires to 110 consumers who have visited Momomilk Restaurant. The results of the questionnaire are tested using LISREL 8.72. The results show that The results show that the media instagram and Electronic word of mouth (E-wom) have a significant direct impact on consumer purchase intention. However, media instagram and Electronic Word of mouth (E-wom) have a significant indirect impact on purchasing decision. Based on this research that the variables of purchase intention mediation can give a significant influence on purchasing decision. This is evidenced by the results In the indicator purchase intention significant direct impact on purchasing decisions in Momomilk Restaurant.
Keywords: Social Media Instagram, e-WOM (Electronic Word Of Mouth), Purchase intention, Purchase Decision.
Topic: Disaster Management