Title:
The Influence of Electronic Word of Mouth (eWOM) on Purchase Intention: a Study Focused on Aerostreet Products

Authors:
Syarifah Mudaim, Yong Dirgiatmo, Indonesia

Abstract:

This study investigates the impact of electronic Word-of-Mouth (eWOM) components on purchase intention for Aerostreet products. The research targets individuals aged 18 years and older who are Aerostreet users residing in Solo and Yogyakarta. A non-probability sampling technique, specifically purposive sampling, was utilized, yielding a sample size of 192 respondents. Validity testing involved assessing convergent validity through outer loading values and Average Variance Extracted (AVE), while the Fornell-Larcker and Heterotrait-Monotrait Ratio (HTMT) method was employed to evaluate discriminant validity. Reliability was measured using Cronbach's Alpha and composite reliability, with data analyzed via SmartPLS 3. The findings reveal that information quality, information credibility, and attitude toward information significantly and positively influence information usefulness. Additionally, information usefulness has a positive and significant effect on information adoption, which in turn positively impacts purchase intention. The results suggest that eWOM components collectively influence purchase intention, offering valuable insights for enhancing sales strategies in e-commerce and social media contexts.

DOI: https://doi.org/10.51505/IJEBMR.2024.81104