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.
