INFLUENCE OF EWOM ON PURCHASE INTENTIONS THROUGH SOCIAL MEDIA MARKETING INTERVENING VARIABLES ON PRODUCT SOMETHINC
The purpose of this study was to find out how significant the influence of electronic word-of-mouth (EWOM) is on purchase intentions through social media marketing as an intervening variable. This study used a quantitative method with a descriptive approach, using a non-probability sampling technique with a total sample size of 400 respondents. Data collection was carried out by distributing questionnaires to consumers who use Somethinc products in the city of Bandung. The data analysis method used in this study is SEM-PLS, which was processed using SmartPLS 3.0 software. According to the findings of this study, EWOM has a positive and significant effect on purchase intention, with a value of 6.286 > 1.649; E-WOM has a positive and significant effect on social media marketing; social media marketing has a positive and significant effect on purchase intention; and EWOM has a positive and significant effect on purchase intention via social media marketing as an intervening variable on some products.
EWOM, Purchase Intentions, Social Media Marketing, Product Somethinc.