The Influence of Electronic Word of Mouth and Product Innovation on Purchase Intention

Abstract

Technology that is increasingly sophisticated and continues to develop encourages people to become increasingly dependent on the online world. An industry that has a very rapid growth rate, capturing and attracting as many existing market opportunities as possible is the main goal for a company to do. Various ways must be done by companies so that the products they offer can continue to be in demand by customers. With the existence of Electronic Word of Mouth and innovation in the products they have, it is hoped that they will continue to create purchase intentions for their consumers. The purpose of this research is to analyze the influence of electronic word of mouth and product innovation on purchase intention of Starbucks Indonesia Instagram followers. This research is a quantitative research by distributing questionnaires. The sampling technique used purposive sampling technique. The samples collected were 150 respondents. Data analysis in this study used multiple linear regression analysis using SPSS 28. The results of this study indicate that: (1) there is a partial significant effect of electronic word of mouth on purchase intention; (2) there is a partial significant effect of product innovation on purchase intention; (3) there is a significant simultaneous effect of electronic word of mouth and product innovation on purchase intention. (2) there is a partial significant effect of product innovation on purchase intention; (3) there is a significant simultaneous effect of electronic word of mouth and product innovation on purchase intention. (2) there is a partial significant effect of product innovation on purchase intention; (3) there is a significant simultaneous effect of electronic word of mouth and product innovation on purchase intention.