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PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP PENGAMBILAN KEPUTUSAN PEMBELIAN PRODUK KECANTIKAN (STUDI PADA PENGIKUT AKUN AUTOBASE X @OHMY_BEAUTYBANK MELALUI INTERVENSI SIKAP TERHADAP MEREK DENGAN PENDEKATAN ELABORATION LIKELIHOOD MODEL)
This study aims to examine the influence of Electronic Word of Mouth (e-WoM) on consumer purchase decision-making for beauty products through the mediating role of brand attitude, employing the Elaboration Likelihood Model (ELM) approach. The respondents of this research consist of followers of the autobase X account @ohmy_beautybank who actively seek and access information related to beauty products. A quantitative research method with a descriptive design was applied. Data were collected through questionnaires and analyzed using regression tests, path analysis, and the Sobel test with the aid of SPSS 26 software. The results indicate that e-WoM has a positive and significant effect on brand attitude, with a coefficient of determination of 54.6% and a significance value of 0.000. Furthermore, e-WoM was also found to significantly influence purchase decision-making through the mediation of brand attitude, as evidenced by a t-value of 3.475 and a significance level of 0.000. The coefficient of determination for the effect of e-WoM on purchase decision-making through the mediating variable was recorded at 55.0%, while the remaining 45.0% was influenced by other factors beyond the scope of this study. The Sobel test yielded a t-value of 3.296, which exceeds the critical t-table value of 1.661, thereby confirming that brand attitude plays a significant mediating role. These findings demonstrate that the quality and intensity of e-WoM on social media platforms through brand attitudes can encourage consumers to engage in beauty product purchasing.
FAKULTAS ILMU SOSIAL DAN HUMANIORA, UIN SUNAN KALIJAGA YOGYAKARTA
PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP PENGAMBILAN KEPUTUSAN PEMBELIAN PRODUK KECANTIKAN (STUDI PADA PENGIKUT AKUN AUTOBASE X @OHMY_BEAUTYBANK MELALUI INTERVENSI SIKAP TERHADAP MEREK DENGAN PENDEKATAN ELABORATION LIKELIHOOD MODEL) (Text)
PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP PENGAMBILAN KEPUTUSAN PEMBELIAN PRODUK KECANTIKAN (STUDI PADA PENGIKUT AKUN AUTOBASE X @OHMY_BEAUTYBANK MELALUI INTERVENSI SIKAP TERHADAP MEREK DENGAN PENDEKATAN ELABORATION LIKELIHOOD MODEL) (Other)
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302.231 Media Komunikasi, Media Massa, Media Sosial