THE EFFECT OF TRADITIONAL AND ELECTRONIC WORD-OF-MOUTH ON PURCHASE DECISION
ABSTRACT: Word-of-mouth (WOM)
Marketing is widely considered the most influential source of information for consumer
purchase decisions, and the explosion of
social media has stirred interest in the communication. The relation of
Traditional Word-of-Mouth and
electronic word-of-mouth (
e-wom ) on
purchase decision are positively influential. Research to 100
respondents of student in International Business Administration program, Economic
and Business faculty in SamRatulangi university. The most of student knows
about word-of-mouth of marketing. Based on the result of this research
conducted to analyze the effect of Traditional word-of-mouth and electronic word-of-mouth
on purchase decision
with study case
at International Business
Administration (IBA)’s student, it can be inferred that. The result of regression analysis indicates
that the job characteristic and working
condition have a
significant effect to
purchase decision in
student of IBA.WOM
marketing has positively effect
on purchase decision, they chose to buy a goods or services based on
recommendation from family, close relatives, or friends. In research showed
that the process of WOM much going on with Face-toface recomendation or called
Traditional Word-of-Mouth, rather than electronic media.
Author: Chintya Amelia Nelly
Sanger
Journal Code: jpmanajemengg130067
