THE INFLUENCE OF SOCIAL MEDIA ADVERTISING AND ELECTRONIC WORD OF MOUTH (E-WOM) TOWARDS BUYING INTEREST OF MILLENNIAL MUSLIM FASHION IN BANDUNG

Simple item page
dc.contributor.authorWijaya, Ni Putu Nurwita Pratami
dc.contributor.authorRaharjo, Oky Firmansyah
dc.contributor.authorWiryawan, Alfya Fauzia
dc.contributor.authorIslamiati, Tania Noer
dc.contributor.authorFauzy, Rifky Mochammad
dc.date.accessioned2023-01-18T06:05:18Z
dc.date.available2023-01-18T06:05:18Z
dc.date.issued2020
dc.description.abstractTechnological advances that occur in the current era have made social media develop rapidly and then not only as a communication platform but can be used as electronic advertising, particularly for the advancement of the Muslim fashion sector in Bandung. The researchers prove that Social Media Advertising and Electronic word of mouth (E-WOM) have a positive influence on Muslim fashion buying interest in the millennial generation of Bandung citizen. The reseachers used a purposive sampling method by giving electronic questionnaires to 110 millennials of Bandung citizen as the respondents to prove the results of this reseach. This research shows that Social Media Advertising and Electronic word of mouth (E-WOM) have a significant level of buying interest in Muslim fashion in the millennial generation of Bandung City. This research investigates the activities on the Social Media Advertising platform and the influence of the Electronic word of mouth (E-WOM) for Muslim fashion in the millennial generation in Bandung. This research announces owners of Muslim fashion advertised through a platform or social media to continue to use social media advertising and electronic word of mouth (E-WOM) because they have been shown to have a major influence on consumer buying interest in this era. This reseach contributes to providing positive rating and and impact for business owners, especially in the Muslim fashion sector, in order to increase income by utilizing advertisements on social media.en_US
dc.identifier.urihttp://repository.widyatama.ac.id/xmlui/handle/123456789/15683
dc.publisherSolid State Technologyen_US
dc.subjectSocial Media Advertisingen_US
dc.subjectElectronic word of mouth (E-WOM)en_US
dc.subjectBuying Interesten_US
dc.titleTHE INFLUENCE OF SOCIAL MEDIA ADVERTISING AND ELECTRONIC WORD OF MOUTH (E-WOM) TOWARDS BUYING INTEREST OF MILLENNIAL MUSLIM FASHION IN BANDUNGen_US
dc.typeArticleen_US
Files
Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
49. Ni Putu Nurwita Pratami-The Influence of Social Media Advertising and Electronic Word of Mounth (E-WOM) towards Buying Interest of Millennial Muslim Fashion In Bandung.pdf
Size:
306.97 KB
Format:
Adobe Portable Document Format
Description:
Download
License bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
license.txt
Size:
1.71 KB
Format:
Item-specific license agreed upon to submission
Description:
Download
Collections
International Journal of Management