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All Journal JAM : Jurnal Aplikasi Manajemen
Fuadah Binti Johari
Universiti Sains Islam (USIM) Malaysia
Decision Sciences, Operations Research & Management

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ELECTRONIC WORD-OF-MOUTH (E-WOM) IN SOCIAL MEDIA AS A PREDICTOR OF INVESTMENT INTENTION IN CAPITAL MARKET Eka Putri Innayah; Vivin Maharani Ekowati; Achmad Sani Supriyanto; Masyhuri masyhuri; Fuadah Binti Johari
Jurnal Aplikasi Manajemen Vol 20, No 4 (2022)
Publisher : Faculty of Economics and Business, Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jam.2022.020.04.01

Abstract

E-WoM1 is vital in generating and creating purchase intentions, so it is significant for use in knowing and analyzing investment intentions. This research aims to analyze and know the effect of Electronic Word-of-Mouth (E-WoM) on investment intention in the capital market with brand dan trust as mediation variables. It belongs to qualitative research with an explanatory research approach. The population of this study refers to the people of Jayapura City. The sampling technique was the purposive sampling technique. The samples in this research are 203 respondents. Questionnaires collected data and analyzed using partial least squares (PLS). The results reveal that E-WoM directly affects brand image and trust. Besides, brand image and trust directly affect investment intention, while E-WoM does not directly affect investment intention. Furthermore, brand image and trust can completely mediate the effect of Electronic Word-of-Mouth (E-WoM) on investment intention and function as full mediation. The findings from this research could be applied to enhance investment intention by building customer trust and sharing the banks’ reputation and brand image through E-WoM, so they receive credible information from the bank.
Co-Authors Achmad Sani Supriyanto Eka Putri Innayah Masyhuri Masyhuri Vivin Maharani Ekowati