Pengaruh E-WOM, Harga, Dan Promosi Terhadap Niat Beli
Studi Kasus Pada Pengguna Gojek Di Kabupaten Badung
DOI:
https://doi.org/10.32795/vol4wamrtno1th24Keywords:
E-WOM, Price, Promotion, Purchase intentionAbstract
Purchase intention is an important factor in determining the existence of a company. A company can thrive when it is able to attract consumers to decide on purchasing products that receive positive responses in the market. This study aims to analyze the influence of electronic word of mouth (E-WOM), price, and promotion on purchase intention among Gojek users in Badung Regency. The study was conducted in Badung Regency involving 120 respondents selected using the purposive sampling method. Primary data were collected through questionnaires, while data analysis was performed using multiple linear regression with the SPSS program. The results indicate that E-WOM, price, and promotion each have a positive and significant effect on purchase intention, both partially and simultaneously. This suggests that these three variables are effective factors in stimulating positive emotional responses among consumers, thereby encouraging an increase in purchase intention. As a recommendation, Gojek is advised to provide rewards such as GoPay Coins, discount vouchers, or loyalty points to consumers who submit honest and detailed reviews, strengthen customer service SOPs, and increase the frequency of creative and interactive content on social media platforms such as Instagram and TikTok.
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