The Effect of Electronic Word of Mouth on Twitter towards Customers’ Purchase Intention at Starbucks Coffee Indonesia

DOI

https://doi.org/10.2991/ictgtd-18.2018.1How to use a DOI?

Keywords

Electronic Words of Mouth (eWoM), Twitter, Customer, Purchase Intention, Starbucks Indonesia

Abstract

Internet has been growing rapidly in Indonesia. Starbucks is one of the companies which adopts Twitter as a media to promote its products since interactions occurred in the social media might result in Electronic Words of Mouth (eWoM) with larger and faster range of broadcasting rather than Words of Mouth (WoM). EWoM might bring positive and negative impacts towards customers purchase intention. This research is also expected to provide brief description on to what extent is the effect of eWoM towards customers’ purchase intention for Starbucks Coffee Indonesia, therefore it can give significant input on the most effective marketing system. Therefore it can be concluded that the relation among variables are intermediate, the most dominant sub-variables in determining customers purchase intention is psychological factors with average score of 3.31. The factors in between are personal factor with 3.55, and cultural factors with 3.61. It can be summarized that eWoM on Twitter affects in customers purchase intention. This means that customers seek information from Twitter to find out information regarding the counter. Positive eWoM will eventually encourage customers to buy the produts, while negative eWoM will also decrease the purchase intention

Open Access

This is an open access article distributed under the CC BY-NC license.

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TY  - CONF
AU  - Wijayanti Dewi Prabandari
AU  - Vienna Artina Sembiring
AU  - Maria Angela
PY  - 2018/03
DA  - 2018/03
TI  - The Effect of Electronic Word of Mouth on Twitter towards Customers’ Purchase Intention at Starbucks Coffee Indonesia
BT  - 2nd International Conference on Tourism, Gastronomy, and Tourist Destination (ICTGTD 2018)
PB  - Atlantis Press
SP  - 1
EP  - 9
SN  - 2352-5428
UR  - https://doi.org/10.2991/ictgtd-18.2018.1
DO  - https://doi.org/10.2991/ictgtd-18.2018.1
ID  - DewiPrabandari2018/03
ER  -