ANALYSIS THE INFLUENCE OF ELECTRONIC WORD OF MOUTH FACTORS TOWARD PURCHASE DECISION (A CASE OF TELKOM REGIONAL 3)

Abstract

Purpose - The purpose of this study is to determine how consumer response about the implementation of the Electronic Word of Mouth (e-WOM) on Indihome product in case of Telkom Regional 3 and to determine how much the influence of Electronic Word of Mouth (e-WOM) via social media on consumer purchase decision mediating by purchase intention on Indihome. Design/ methodology/approaches – This research paper utilizes primary dataresearch. The type of the research is causal descriptive with quantitative analysis. The sampling technique is snowball sampling technique by distributing questionnaires to the respondents who knew about Indihome via social media with the sampleis 272 respondents. Findings – The result indicates the website that present product or service review has positive influence toward purchase decision. The purchase intention also has influence toward purchase decision. Originality/value – Originality of this research paper is on the analysisof Electronic Word of Mouth a case of Telkom Regional 3.