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primary topic: http://digilib.uin-suka.ac.id/id/eprint/72537

http://digilib.uin-suka.ac.id/id/eprint/72537
type: Thesis
type: Article
title: 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)
abstract: 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.
date: 2025-08-16
status: published
author list: authors
type: EPrint
type: ThesisEPrint
is part of: repository
has document: http://digilib.uin-suka.ac.id/id/document/1015387
has version: http://digilib.uin-suka.ac.id/id/document/1015387
has published: http://digilib.uin-suka.ac.id/id/document/1015387
has document: http://digilib.uin-suka.ac.id/id/document/1015388
has version: http://digilib.uin-suka.ac.id/id/document/1015388
has published: http://digilib.uin-suka.ac.id/id/document/1015388
has document: http://digilib.uin-suka.ac.id/id/document/1015425
has document: http://digilib.uin-suka.ac.id/id/document/1015426
has document: http://digilib.uin-suka.ac.id/id/document/1015427
has document: http://digilib.uin-suka.ac.id/id/document/1015428
has document: http://digilib.uin-suka.ac.id/id/document/1015429
has document: http://digilib.uin-suka.ac.id/id/document/1015430
has document: http://digilib.uin-suka.ac.id/id/document/1015431
has document: http://digilib.uin-suka.ac.id/id/document/1015432
subject: 302.231 Media Komunikasi, Media Massa, Media Sosial

http://digilib.uin-suka.ac.id/id/document/1015387
type: Document
label: 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)
has file: 18107030054_BAB-I_IV-atau-V_DAFTAR-PUSTAKA.pdf
has part: 18107030054_BAB-I_IV-atau-V_DAFTAR-PUSTAKA.pdf

http://digilib.uin-suka.ac.id/id/document/1015388
type: Document
label: 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)

UIN SUNAN KALIJAGA YOGYAKARTA
type: Organization

FAKULTAS ILMU SOSIAL DAN HUMANIORA, UIN SUNAN KALIJAGA YOGYAKARTA
type: Organization

NIM.: 18107030054 Rizka Rarasati Widodo
type: Person
given name: NIM.: 18107030054
family name: Rizka Rarasati Widodo

http://digilib.uin-suka.ac.id/id/document/1015425
type: Document
label: 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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http://digilib.uin-suka.ac.id/id/document/1015426
type: Document
label: 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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http://digilib.uin-suka.ac.id/id/document/1015427
type: Document
label: 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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http://digilib.uin-suka.ac.id/id/document/1015428
type: Document
label: 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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http://digilib.uin-suka.ac.id/id/document/1015429
type: Document
label: 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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http://digilib.uin-suka.ac.id/id/document/1015430
type: Document
label: 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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has file: preview.jpg
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http://digilib.uin-suka.ac.id/id/document/1015431
type: Document
label: 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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has file: medium.jpg
has part: medium.jpg

http://digilib.uin-suka.ac.id/id/document/1015432
type: Document
label: 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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https://digilib.uin-suka.ac.id/id/eprint/72537/
title: HTML Summary of #72537 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)
format: text/html
primary topic: http://digilib.uin-suka.ac.id/id/eprint/72537

302.231 Media Komunikasi, Media Massa, Media Sosial
type: Concept