Authors : Priyo Triatmanto, Raden Rachmat Nugra Adi, Reka Harjuna Pratama, Rizki Chandra.

Volume/Issue :-
 Volume 3 Issue 12

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The problem in this study is whether there is an influence of electronic word of mouth (E-WOM) and an Instagram account on the purchase intention and which variables have the most influence the interest in buying. The goal to be achieved is to find out and analyze the electronic word of mouth (E-WOM) and Instagram account for purchase intention and the variables that have the most influence affect the interest of buying. This research is quantitative research. This quantitative research examines the effect of E-WOM (independent variable) on purchase intention (dependent variable). To answer the purpose of the research, the data analysis technique used is multiple linear regression analysis. Based on the results of the research and discussion that has been done, conclusions can be drawn as follows:  Electronic Word-of-Mouth (E-WOM) and Instagram accounts have a simultaneous and partial effect on purchase intention.  The most influential Instagram account for purchase intention.
Keywords:- Electronic Word of Mouth (E-WOM), Instagram Account and Purchase Intention.