The Impact of Electronic Word-of-Mouth on the Purchase Intention

Abstract

Electronic word-of-mouth (eWOM) is an informal communication among consumers through the technology of the internet. This kind of communication is one of the marketing methods to influence consumers’ behavior in purchasing goods and services. Meanwhile, purchase intention is a consumer's desire for the fulfillment of needs and desires that are hidden in the minds of consumers. The purpose of this study is to determine the effect of electronic word-of-mouth on the purchase intention of Modern Vespa vehicle in Jakarta, Indonesia. Data collection is done by distributing questionnaires to 100 respondents. Researcher using Statistical Package for the Social Sciences (SPSS) 15 to analyze the data. The research discovered that there is correlation value between the intervals of 0.80-1.0 means that electronic word-of-mouth has a strong enough relationship to the intention of buyers to transact. It contributes 75.9% and the remaining 24.1% will be influenced by other factors. The conclusion from this deepening to increase the purchase intention can be done one of them by improving the electronic word-of-mouth as a marketing method.