Pengaruh Electronic Word of Mouth (Ewom) terhadap keputusan pembelian Kamera DSLR

Abstract

The ever-growing world of photography led to a large number of owners of DSLR cameras. The photographic community is formed. Technological progress in terms of the internet and social network Facebook give impact on the development of photography community. The Internet empowered consumers

to share information easily. Consumers share their experiences through the internet, so that it affects others by using the electronic word of mouth. It againsts buying decision on a product. This study aimed to know the influence of the electronic word of mouth on Komunitas Kamera Apa Saja (KOKAS)in group Facebook to the decision purchase DSLR cameras.30 respondents

were took with judgement sampling techniques. The simple linear regression awas used to analyze the data. The result showed that the electronic word of mouth did not affect purchase decisions significantly

to DSLR cameras. Hypothesis test results (test t) value the significance of 0.063 & gt; the R square value of 0.005 and 11.8%.