PENGARUH ELEKTRONIK WORD OF MOUTH DAN HARGA DI MEDIA SOSIAL INSTAGRAM TERHARAP KEPUTUSAN PEMBELIAN KONSUMEN PADA TOKO DI NIMS STORE

Abstract

This study aims to examine the effect of Electronic Word of Mouth (E-WOM) and price on Instagram on consumer purchase decisions at Nims Store in Palu City. The research used a quantitative approach with an explanatory research design, which explains the causal relationship between independent and dependent variables. The population of this study consisted of the residents of Palu City who had ever shopped at Nims Store, although the exact number is unknown. Therefore, the sample size was determined based on Roscoe’s theory, which states that a suitable sample size for research is between 30 and 500 respondents. Accordingly, this study used 100 respondents selected using purposive sampling with the following criteria: (1) residents of Palu City who had shopped at Nims Store at least once, (2) aged at least 19 years, and (3) willing to complete a questionnaire. Data collection techniques included interviews, observations, and questionnaire distribution. The research instruments were tested for validity and reliability. The collected data were analyzed using descriptive analysis and multiple linear regression analysis. Hypothesis testing was conducted through classical assumption tests, F tests, t-tests, and the coefficient of determination (R²). The results of the study indicate that: (1) E-WOM and price simultaneously have a significant effect on purchase decisions, (2) E-WOM partially has a significant effect on purchase decisions, and (3) price also partially has a significant effect on consumer purchase decisions at Nims Store in Palu City.

Keywords: E-WOM, price, consumer purchase decisions