PENGARUH TERPAAN ELECTRONIC WORD OF MOUTH (E-WOM) DAN SOCIAL MEDIA ADVERTISING MELALUI MEDIA SOSIAL INSTAGRAM TERHADAP KEPUTUSAN PENGGUNAAN USAHA JASA AKSARA WEDDING ORGANIZER

Abstract

Electronic Word of Mouth (WOM) refers to informal communication about a product that takes place between potential buyers and neighbors, friends, family, or colleagues. The role of the communicator is crucial in E-WOM to ensure the effectiveness of this communication. Instagram, as a social media platform, can be utilized for promotional purposes and product education, offering various features that support promotional activities to gain followers and likes.

This study aims to analyze the influence of Electronic Word of Mouth (E-WOM) and Instagram advertising on service usage decisions regarding Aksara Wedding Organizer. By employing Electronic Word of Mouth (E-WOM) and utilizing a descriptive quantitative research approach, this study seeks to produce objective results, free from researcher bias. Data collection was conducted through questionnaires distributed/advertised to respondents via social media sites and WhatsApp links.

The findings indicate that Electronic Word of Mouth (E-WOM) and social media advertising have an impact on the usage of services from Aksara Wedding Organizer. Electronic Word of Mouth (E-WOM) exerts a dominant influence on the decision to utilize services from Aksara Wedding Organizer.