International Journal of Economics, Business and Innovation Research
Vol. 2 No. 01 (2023): January, International Journal of Economics, Business and Innovation Research

The Effect Of Electronic Word Of Mouth And Digital Payment On Buying Intention In Hanan Boga Rasa Applications

Wandi Kurniadi (STIA Bagasasi Bandung)

Article Info

Publish Date
01 Jan 2023

Abstract

With technological advancements and information tomorrow, many business sectors use technology and media as a marketing tool. The current trend for long-term commercial performance is advertising evolution. However, issues arise when the company uses incorrect social networking platforms, which has a negative impact on the company. The goal of this study is to investigate the effect of electronic word of mouth and payment simplicity (digital payment) on purchase behavior in Tokopedia's Hanan Boga Rasa Applications business in Indonesia. In this study, 150 people were chosen at random to use an online shopping app on their smartphones. In this study, a multiple linear regression analysis strategy using SPSS software version 26 is used. The findings show that electronic word of mouth and digital payment have an excellent impact on purchase intent.

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Journal Info
International Journal of Economics, Business and Innovation Research
Website

Abbrev

IJEBIR

Publisher

CV. Cita Utilitas Utama

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

International Journal of Economics, Business and Innovation Research (IJEBIR) is a high quality open access peer reviewed research journal. providing a platform for the researchers, academicians, professional, practitioners and students to impart and share knowledge in the form of high quality ...