The research objective analyzes the effect of electronic-word of mouth (e-wom) and social media on purchasing decisions with purchase intention (PurIntent) as a mediating variable. There are 165 samples, namely consumers of Ayam Geprek Bensu in Medan City. Probability sampling with accidental sampling approach is used for sampling. The analytical tool used is SEM with Amos version 20.0. Data analysis techniques with path analysis. The results of this study indicate that e-wom and social media have a significant effect on PurIntent and consumer purchasing decisions on the AyamGeprekBensu in Medan City. PurIntent has a significant effect on consumer purchasing decisions on Ayam Geprek Bensu in Medan City. PurIntent has a partial mediation effect on the effect of e-wom and social media on consumer purchasing decisions on the AyamGeprekBensu in Medan City.
Volume 12 | Issue 8
Pages: 196-203
DOI: 10.5373/JARDCS/V12I8/20202464