THE EFFECTIVENESS OF ELECTRONIC WORD-OF-MOUTH (eWOM) ON CONSUMER PURCHASE INTENTION AMONG GENERATION-Y

Abstract

Electronic word-of-mouth (eWOM) is an action that review from someone towards products and services that purchased can as reference to potential consumers for make purchase decision. Those reference can be helpful for consumers due to it showed the effectiveness of social media in information sharing. Therefore, this main aim of this research is to develop conceptual framework about effectiveness of eWOM between consumers’ purchase intention in Generation Y. A quantitative research been carried and 370 target respondents among Generation Y been asking opinion by questionnaire. 4 independents variables which are eWOM quality, eWOM quantity, eWOM credibility and sender expertise been tested and analysis by SPSS software. The research find out that 4 independent variables are positive related to consumers’ purchase intention among Generation Y