UNDERSTANDING E-WOM TOWARD PURCHASE INTENTION AMONG FPEB UPI 2023 STUDENTS FOLLOWING @UPPIFESS

Abstract

The proliferation of social media platforms has engendered novel forms of marketing communication through anonymous confession accounts that facilitate electronic word-of-mouth (E-WOM) within digital communities. This investigation seeks to examine the influence of E-WOM on purchase intention among students of the Faculty of Economics and Business Education, Universitas Pendidikan Indonesia (UPI), cohort 2023, who engage with the account @uppifess. The research methodology employs a quantitative approach with a descriptive-correlational design. The study population comprises 636 FPEB UPI students from the 2023 cohort, with a sample of 243 respondents selected through purposive sampling techniques. Data collection was executed utilizing a structured questionnaire instrument measuring E-WOM dimensions—encompassing credibility, quality, quantity, and valence—alongside purchase intention constructs. Statistical analysis was conducted employing variance-based Structural Equation Modeling (SEM) via SmartPLS 4.0 software. The empirical findings demonstrate that E-WOM exerts a significant influence on purchase intention, with an R-Square value of 0.487, indicating that E-WOM accounts for approximately 48.7% of the variance in purchase intention. Information credibility emerged as the most dominant determinant, followed sequentially by information quality and quantity. A noteworthy finding reveals that positive valence exerts a significant negative effect on purchase intention, attributable to heightened consumer skepticism toward overtly positive endorsements. Notably, only 36.6% of respondents reported actualizing purchases following recommendation exposure, illuminating a substantial gap between E-WOM engagement and transactional behavior. Effective recommendations are characterized by detailed informational content, naturalistic linguistic expression, specific personal testimonials, and balanced presentation. This research contributes to the theoretical advancement of E-WOM literature within anonymous platform contexts while offering practical implications for digital marketing strategy formulation in educational and youth-oriented market segments