The Power of eWOM for Online Bussines citra savitri (a*) Prof.Ratih Hurriyati (b*) Heny Hendrayati (c*)
Sekolah Pascasarjana, Universitas Pendidikan Indonesia
Jalan. DR. Setiabudi No.229, Isola, Sukasari, Kota Bandung, Jawa Barat 40154
Abstract
The role of promotion is a key to successful companies in the business world. Technology development give opportunity for business to promote through various link such as social media and the electronic word of mouth ( e-wom ) and the role of family influence interest in buying goods or services. This research objectives empirically examines on the impact of social media and the family influence toward e-wom in influencing purchase intention in online shop “shopee”.This methods of the research is descriptive verifikatif by path analysis. Data collection techniques through the survey and interviews with 230 respondents. The result of this research proves that family influence having influence more than social media and e-wom toward to purchase intention influential in partial and social media and family influence simultan having influence.
Keywords: Media Sosial ; Family Influence ;eWOM ;Purchase Intention
