The Influence of Instagram Social Media and E-WOM on Purchase Decisions via Purchase Intention at Billa Bouquet

Abstract

This study aims to analyze the effect of Instagram Social Media and Electronic Word Of Mouth (E-WOM) on Purchase Decision through Purchase Intention as a mediating variable among consumers of Billa Bouquet Florist. A quantitative survey was conducted with 170 respondents. Data were collected using a five-point Likert-scale questionnaire and analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS 3. The results show that Instagram Social Media has no significant effect on Purchase Decision, with a path coefficient of -0.053, a t-statistic of 0.953, and a p-value of 0.171. E-WOM has a positive and significant effect on Purchase Decision, with a coefficient of 0.589, a t-statistic of 8.183, and a p-value of 0.000. Instagram Social Media and E-WOM have positive and significant effects on Purchase Intention, with coefficients of 0.200 and 0.685, respectively. Purchase Intention has a positive and significant effect on Purchase Decision, with a coefficient of 0.341. Purchase Intention also mediates the effects of Instagram Social Media and E-WOM on Purchase Decision, with t-statistics of 2.386 and 3.956, respectively.