Title:
THE EFFECT OF THE E-WOM DIMENSIONS OF THE INSTAGRAM ACCOUNT "KULINERATJEH" IN BANDA ACEH CITY ON BUYING INTENTION WITH BRAND IMAGE AS A MODERATING VARIABLE

Authors:
Nanda Khalisa, Permana Honneyta Lubis and Sorayanti Utami

Abstract:
This study intends to examine the effect of the e-WOM dimension of the "kulineratjeh" Instagram account in the city of Banda Aceh on buying intention with the brand image as a moderating variable. The population of this study was Instagram account users in Banda Aceh. The sampling technique was the non-probability sampling method, and a sample of 208 people was obtained. This study used the MRA (Moderate Regression Analysis) method as the data analysis technique. The test results prove that the quality of e-WOM, the quantity of e-WOM, and the expertise of the reviewer are dimensions of e-WOM which are also as predictors of buying intention on products promoted on the Instagram account "kulineratjeh". This means that before people make a purchase, they first consider the three predictors. Of the three predictors, the variable quantity of e-WOM is the most dominant variable in influencing buying intention. Brand image moderates the effect of e-WOM quality, e-WOM quantity, and reviewer expertise on buying intentions for products promoted on the Instagram account "kulineratjeh". The role of brand image in this model is asQuasi Moderation, so the presence of a brand image can help strengthen the quantity of e-WOM and the quality of e-WOM on buying intentions. The findings can be used as an academic reference and future researchers are expected to be able to develop this tested model by adding other moderating variables such as brand awareness and gender.