Title:
THE EFFECT OF E-WOM ON PURCHASE INTENTION THROUGH ATTITUDE WITH SOVC AS A MODERATING VARIABLE ON THE FOLLOWERS OF INSTAGRAM ACCOUNT “KOMUNITAS PECANDU BUKU”

Authors:
Miftahul Rizmi, Permana Honneyta Lubis and Syafruddin Chan ,Indonesia

Abstract:
This study aims to examine the influence of eWOM towards attitude-mediated purchase intention and the power of SOVC in strengthening the effect of eWOM on both attitudes and purchase intentions. The subject was the "Komunitas Pecandu Buku” (KPB) Instagram account. Data was collected by distributing questionnaires. The sampling technique used was the purposive sampling technique, provided 260 respondents who are followers of the KBP Instagram account. This study used Structural Equation Modeling (SEM) testing. Academically, this study proves that the model consisting of the mediating effect of attitude on the influence of eWOM to purchase intention and the moderating effect of SOVC on the influence of eWOM on attitudes and the influence of attitude on the purchase intention of followers can be used to increase purchase intention. The attitude acts as a partial mediation, and the eWOM is proven to be the most dominant in influencing the purchase intention. These findings can be an academic reference and for the following research can develop this tested model by expandingto more diverse research subjects such as Facebook, Pinterest, and other social media, and alsocan add the other variables such as brand image and customer experience. Practically, this model can be implemented in organizations, especially the subject of this research, namely the KBP Instagram account.