Analysis Of The Effect Of E-Wom Involvement On Consumer Buying Intention On Oppo Products On The Youtuber Gadgetin Channel
This research was carried out with the purpose of analyzing the involvement of e-WOM on the purchase intention of Oppo products on the YouTube channel Gadgetin. e-WOM involvement is influenced by factors such as information quality, information credibility, website quality, innovativeness, social su...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Jenderal Soedirman University
2023-06-01
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| Series: | Performance |
| Online Access: | http://jos.unsoed.ac.id/index.php/performance/article/view/8625 |
| _version_ | 1827866248080261120 |
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| author | Gayuh Dwi Prakoso Rahab Rahab Nosirzoda Sheroz |
| author_facet | Gayuh Dwi Prakoso Rahab Rahab Nosirzoda Sheroz |
| author_sort | Gayuh Dwi Prakoso |
| collection | DOAJ |
| description | This research was carried out with the purpose of analyzing the involvement of e-WOM on the purchase intention of Oppo products on the YouTube channel Gadgetin. e-WOM involvement is influenced by factors such as information quality, information credibility, website quality, innovativeness, social support, and attitudes toward e-WOM. The research sample consists of of 200 participants who have watched videos on the Gadgetin channel on YouTube and the Partial Least Square (PLS) analysis technique is performed. According to the findings of this study, the factors of information credibility, website quality, innovativeness, social support, and attitudes towards e-WOM all have an influence on e-WOM involvement and e-WOM involvement has an influence on purchase intention. The research also found that innovativeness has an influence on e-WOM involvement. On the other hand, the variable of information quality did not have any effect on the involvement of e-WOM in this study. Managerial implications and suggestions for future study is provided in the article based on the result. |
| first_indexed | 2024-03-12T15:01:13Z |
| format | Article |
| id | doaj.art-29446110190a4f059a1183d2a65f442b |
| institution | Directory Open Access Journal |
| issn | 1829-6467 2615-8094 |
| language | English |
| last_indexed | 2024-03-12T15:01:13Z |
| publishDate | 2023-06-01 |
| publisher | Jenderal Soedirman University |
| record_format | Article |
| series | Performance |
| spelling | doaj.art-29446110190a4f059a1183d2a65f442b2023-08-14T04:27:01ZengJenderal Soedirman UniversityPerformance1829-64672615-80942023-06-0130111410.32424/1.jp.2023.30.1.86258625Analysis Of The Effect Of E-Wom Involvement On Consumer Buying Intention On Oppo Products On The Youtuber Gadgetin ChannelGayuh Dwi Prakoso0Rahab Rahab1Nosirzoda Sheroz2Universitas Jenderal SoedirmanUniversitas Jenderal SoedirmanPedagogical UniversityThis research was carried out with the purpose of analyzing the involvement of e-WOM on the purchase intention of Oppo products on the YouTube channel Gadgetin. e-WOM involvement is influenced by factors such as information quality, information credibility, website quality, innovativeness, social support, and attitudes toward e-WOM. The research sample consists of of 200 participants who have watched videos on the Gadgetin channel on YouTube and the Partial Least Square (PLS) analysis technique is performed. According to the findings of this study, the factors of information credibility, website quality, innovativeness, social support, and attitudes towards e-WOM all have an influence on e-WOM involvement and e-WOM involvement has an influence on purchase intention. The research also found that innovativeness has an influence on e-WOM involvement. On the other hand, the variable of information quality did not have any effect on the involvement of e-WOM in this study. Managerial implications and suggestions for future study is provided in the article based on the result.http://jos.unsoed.ac.id/index.php/performance/article/view/8625 |
| spellingShingle | Gayuh Dwi Prakoso Rahab Rahab Nosirzoda Sheroz Analysis Of The Effect Of E-Wom Involvement On Consumer Buying Intention On Oppo Products On The Youtuber Gadgetin Channel Performance |
| title | Analysis Of The Effect Of E-Wom Involvement On Consumer Buying Intention On Oppo Products On The Youtuber Gadgetin Channel |
| title_full | Analysis Of The Effect Of E-Wom Involvement On Consumer Buying Intention On Oppo Products On The Youtuber Gadgetin Channel |
| title_fullStr | Analysis Of The Effect Of E-Wom Involvement On Consumer Buying Intention On Oppo Products On The Youtuber Gadgetin Channel |
| title_full_unstemmed | Analysis Of The Effect Of E-Wom Involvement On Consumer Buying Intention On Oppo Products On The Youtuber Gadgetin Channel |
| title_short | Analysis Of The Effect Of E-Wom Involvement On Consumer Buying Intention On Oppo Products On The Youtuber Gadgetin Channel |
| title_sort | analysis of the effect of e wom involvement on consumer buying intention on oppo products on the youtuber gadgetin channel |
| url | http://jos.unsoed.ac.id/index.php/performance/article/view/8625 |
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