| Autor: |
Safitri, Y., Fuvian, F. |
| Předmět: |
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| Zdroj: |
AIP Conference Proceedings; 2023, Vol. 2594 Issue 1, p1-8, 8p |
| Abstrakt: |
This research aims to determine and explain the effect of positive electronic word of mouth on the Female Daily forum towards purchase intention of Make Over Intense Matte Lip Cream. The type of research used in this study is explanatory research with a quantitative approach. The population studied in this research were registered users in Female Daily, amounting to 700482 members with a total sample size of 100 respondents. The sampling technique used purposive sampling. The data collection method was done by distributing questionnaires online using Google Forms to registered Female Daily users. The results show that positive electronic word of mouth on the Female Daily forum affects 60.9% of the consumers' purchase intention on Make Over Intense Matte Lip Cream. In comparison, the remaining 39.1% is influenced by other dimensions that are not examined in this study. These results are different from previous studies, which showed a significant effect between positive reviews and customer interest. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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