The Influence of Electronic Word of Mouth (E-Wom) And Social Media Marketing on Buying Interest in Jiniso Fashion Products
Keywords:
Electronic Word Of Mouth, Social Media Marketing, Purchase IntentionAbstract
The development of increasingly advanced information technology and the use of the internet in the marketing process makes it easier for users to interact with each other. This allows for electronic word of mouth (e-WOM) promotion. The development of information technology can also be used by companies to market their products through social media. This study aims to determine the effect of electronic word of mouth and social media marketing on the interest in buying Jiniso fashion products. Data collection was carried out by distributing questionnaires to 156 respondents who had used Jiniso fashion products in Padang City, using the Accidental Sampling Technique. Data were analyzed using PLS-SEM. The results of the study showed that electronic word of mouth had a positive and significant effect on the interest in buying Jiniso fashion products. In addition, social media marketing also had a positive and significant effect on the interest in buying Jiniso fashion products.
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