THE EFFECT OF CREDIBILITY, QUALITY, AND QUANTITY OF EWOM ON PURCHASE INTENTION

Abstract

This study aims to determine the effect of credibility, quality, and quantity of e-WOM on purchase intention of Ms Glow products. The research method used in this research is quantitative method. The population in this study were students of the Faculty of Economics and Islamic Business, UIN Raden Mas Said Surakarta. The sampling technique in this study used purposive sampling, so that a sample of 124 respondents was obtained. Data collection was carried out by distributing questionnaires and data processing using data analysis techniques using descriptive statistical tests, research instrument tests, classical assumption tests, multiple linear analysis tests, model fixity tests, and hypothesis testing using SPSS version 23. The results of this study indicate that the three variables, namely the credibility, quality, and quantity variables, have an influence on purchase intention of 56.8%. Furthermore, the variables of credibility, quality, and quantity of e-WOM have a positive and significant effect on the purchase intention of Ms Glow products.