The Influence of E-Wom on Instagram Social Media on Interest in Buying Wedding Services at We are the Organizers Manado

Clara Angely Cambey; I Gusti Ngurah Agung Suprastayasa; I Putu Esa Widaharthana

doi:10.55927/fintech.v3i1.12225

Authors

Clara Angely Cambey Politeknik Pariwisata Bali
I Gusti Ngurah Agung Suprastayasa Politeknik Pariwisata Bali
I Putu Esa Widaharthana Politeknik Pariwisata Bali

DOI:

https://doi.org/10.55927/fintech.v3i1.12225

Keywords:

Electronic Word Of Mouth, Instagram, Wedding Organizer, Purchase Interest

Abstract

Based on Zola's survey, 75% of married couples in 2024 will use wedding organizer services, up from 70% in 2023. This study aims to examine the analysis of the influence of Electronic Word of Mouth (E-WOM) on Instagram social media on the interest in buying wedding services at We Are The Organizers Manado. The inferential quantitative method is used through data collected with documentation and questionnaires. Multiple linear regression analysis is used to test the influence of three dimensions of E-WOM: Intensity, Valence of Opinion, and Content. The results of the t-test show that Intensity and Valence of Opinion have a significant positive effect, while Content is not significant. The F test shows that the three variables simultaneously influence buying interest with a significance value of 0.000.

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