| dc.description | The research is done to find out EWOM information attitude and EWOM
information adoption on purchase intention of Fort.id product through social
commerce, the research uses quantitative approach with population of 160 people
with the range age of 20 to 50 years old by taking followers data through Fort.id
Instagram as valid data that can be measured and the sample that is obtained
through Slovin formula is 114 respondents. This research uses validity test and
reliability test methods, classical assumption test, and multiple linear regression
test which are processed through SPSS. The results of the research show that
EWOM information attitude and EWOM information attitude affect positive and
significant on purchase intention, through t test result that EWOM information
attitude variable of (0,002) and EWOM information adoption of (0,004) so that all
significant value of independent variables have value of <0,05. Therefore, it can
be concluded that EWOM information attitude and EWOM information adoption
have influence partially on purchase intention. | en_US |
