The more widespread use of social platforms among the public, this is an opportunity for marketing for companies. Companies can use Electronic Word of Mouth (eWOM), which is community activity on social platforms, to expand their promotional network.
The opportunity behind this research is that consumer buying interest in Good Day products increases every year in line with the level of promotion which is also considered successful in attracting consumer buying interest. This increase in buying interest is an opportunity for Good Day to look for the factors that most influence the increase in buying interest, such as eWOM and Brand Attitude amidst the rise of digital marketing trends in the marketing world.
The purpose of this study was to determine the effect of Electronic Word of Mouth on Instagram social media on Brand Attitude and Purchase Intention on Good Day ready to drink coffee. Another goal is to find out how the interactions of Electronic Word of Mouth, Brand Attitude, and Purchase Intention occur through Instagram social media.
This research uses quantitative methods with descriptive research objectives. The sampling technique used in this study is the non-probability sampling technique. Taking questionnaires as data collection as many as 400 respondents. Respondents involved were Instagram social media users, followed Good Day accounts who were interested in buying, and had seen Good Day ready- to-drink product coffee content. This research questionnaire has 11 questions with a Likert scale measurement. The data analysis technique used in this study uses the Structural Equation Modeling method with SmartPLS software.
The results of the study in this study Electronic Word of Mouth has a significant effect on Brand Attitude, Electronic Word of Mouth has an effect but not significant on Purchase Intention, Brand Attitude has a significant effect on Purchase Intention, and Brand Attitude has a significant effect mediating the relationship between Electronic Word of Mouth and Purchase Intention.