The Role of Electronic Word of Mouth on Customer Purchase Intention in Social Media Instagram

The objective of this study is to analyze and examine role of electronic word of mouth on purchase intention. This study uses the enlarged Information Acceptance Model to examine the impact of electronic word-of-mouth on customer purchasing intention on Instagram. Six factors—Information Quality, Information Credibility, Needs of Information, Information Usefulness, Information Adoption, and Purchase Intention—plus two new factors—Review Quantity and Review Valence—make up the IACM model. This study used a quantitative approach using the Partial Least Square-Structural Equation Model analysis technique to gather data from a large number of respondents who are frequent Instagram users. Based on the research results, it can be concluded that a total of 7 hypotheses were tested in this study. Six hypotheses have been accepted. Electronic word of mouth has significantly affects customer purchase intention on Instagram social media. The Information Quality variable does not significantly affect Information Usefulness even though the study conducted by Erkan & Evans shows that Information Quality is significantly related to consumer interest in buying certain products.