Kekuatan Rekomendasi Digital : Pengaruh eWOM di Instagram terhadap Keputusan Pembelian Produk Liptint
DOI:
https://doi.org/10.22441/marcommers.v14i1.33409Keywords:
eWOM, Keputusan Pembelian, Instagram, BarenblissAbstract
Penelitian ini menganalisis pengaruh Electronic Word of Mouth (eWOM) di Instagram terhadap keputusan pembelian produk liptint Barenbliss. Dengan pendekatan kuantitatif dan metode survei terhadap 100 followers @barenbliss_id, ditemukan bahwa eWOM berpengaruh signifikan terhadap keputusan pembelian dengan kontribusi sebesar 79,1%. Dimensi platform assistance dan positive self-enhancement menjadi yang paling dominan. Temuan ini menegaskan pentingnya strategi komunikasi digital berbasis partisipasi konsumen dalam membangun loyalitas merek kosmetikDownloads
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