{"id":1017,"date":"2025-03-21T11:06:18","date_gmt":"2025-03-21T11:06:18","guid":{"rendered":"https:\/\/ijicses.com\/?page_id=1017"},"modified":"2025-03-21T11:11:52","modified_gmt":"2025-03-21T11:11:52","slug":"predicting-the-effects-of-electronic-word-of-mouth-and-product-innovation-to-purchase-decision-and-the-impact-on-customer-loyalty","status":"publish","type":"page","link":"https:\/\/ijicses.com\/index.php\/predicting-the-effects-of-electronic-word-of-mouth-and-product-innovation-to-purchase-decision-and-the-impact-on-customer-loyalty\/","title":{"rendered":"Predicting the Effects of Electronic Word of Mouth and Product Innovation to Purchase Decision and the Impact on Customer Loyalty"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"1017\" class=\"elementor elementor-1017\">\n\t\t\t\t<div class=\"elementor-element elementor-element-46168a5e e-flex e-con-boxed e-con e-parent\" data-id=\"46168a5e\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;content_width&quot;:&quot;boxed&quot;}\" data-core-v316-plus=\"true\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3e1770c8 elementor-widget elementor-widget-heading\" data-id=\"3e1770c8\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.19.0 - 07-02-2024 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h1 class=\"elementor-heading-title elementor-size-default\"><p style=\"margin-top:0in;margin-right:-.6pt;margin-bottom:0in;\nmargin-left:0in;text-indent:0in;line-height:104%\"><b><span style=\"font-size:16.0pt;mso-bidi-font-size:10.5pt;line-height:\n104%\">Predicting the Effects of Electronic Word of Mouth and Product Innovation\nto Purchase Decision and the Impact on Customer Loyalty <\/span><\/b><span style=\"font-size: 2.25rem; font-style: inherit;\"><\/span><\/p><\/h1>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-4b11abb4 e-flex e-con-boxed e-con e-parent\" data-id=\"4b11abb4\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\" data-core-v316-plus=\"true\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5dfb01fa elementor-widget elementor-widget-text-editor\" data-id=\"5dfb01fa\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.19.0 - 07-02-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p><strong>Alifa Savira Putri<\/strong><sup>*<\/sup><\/p><p>Department of Communication, Binus Graduate Program, Master of Strategic\u00a0Marketing Communication, Bina Nusantara University, Jakarta, 11530, Indonesia\u00a0 Email: <u>alifa.putri@binus.ac.id<\/u> \u00a0<\/p><p><strong>Ricardo Indra<\/strong><\/p><p>Department of Communication, Binus Graduate Program, Master of Strategic Marketing Communication, Bina Nusantara University, Jakarta, 11530, Indonesia\u00a0 Email: <u>Ricardo.indra@binus.ac.id<\/u><\/p><p><strong>Indah Dirgahayu Putri Pertiwi<\/strong><\/p><p><sup>3<\/sup>Department of Communication, Binus Graduate Program, Master of Strategic Marketing Communication, Bina Nusantara University, Jakarta, 11530, Indonesia Email: <u>Indah.pertiwi@binus.ac.id<\/u><\/p><p><strong>Ulfira Salsabilla<\/strong><\/p><p>Department of Communication, Binus Graduate Program, Master of Strategic\u00a0Marketing Communication, Bina Nusantara University, Jakarta, 11530, Indonesia Email: <u>Ulfira.salsabilla@binus.ac.id<\/u><\/p><p><strong>*Corresponding Author:<\/strong> <u>alifa.putri@binus.ac.id<\/u> \u00a0<\/p><h3><span style=\"color: #0000ff;\"><b>Abstract<\/b><\/span><\/h3><p style=\"text-align: left;\">The dynamics of consumer behavior have undergone a transformative shift, especially in today\u2019s digital age where most customer read online reviews before making purchase decision. Online reviews are one example of the many examples of Electronic Word of Mouth (EWOM). On the other hand, previous research states that not only EWOM has an impact on purchasing decisions, but product innovation has also play a big role in purchasing decisions and purchase decision has an impact for customer loyalty. Therefore, this study aims to see how EWOM could affect purchase decision by involving product innovation through online review of body care product Iswhite on e-commerce Shopee. This research adopts a positivist paradigm and employing a quantitative approach that is explanatory through a cross-sectional survey. The study utilizes theoretical approaches such as the Planned Behavior Theory. The experiment was carried out within 100 participants who had purchased the Iswhite body mask product. After all the data was collected through Google Form and all the data is processed Statistical Package for Social Science (SPSS) software. The result shows that the two variables EWOM and product innovation has a significant effect towards purchasing decisions and purchasing decisions has a significant effect towards on consumer loyalty.<\/p><p style=\"text-align: left;\"><span style=\"color: #0000ff;\"><strong>Keywords: <\/strong><\/span>Electronic Word of Mouth, Product Innovation, Purchase Decision, Customer Loyalty, and E-Commerce<\/p><h5 style=\"text-align: left;\"><a href=\"https:\/\/ijicses.com\/wp-content\/uploads\/2025\/03\/Q3-Ijicasses_Alifa-Savira-Putri.pdf\"><span style=\"color: #0000ff;\"><strong>Download Pdf<\/strong><\/span><\/a><\/h5>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Predicting the Effects of Electronic Word of Mouth and Product Innovation to Purchase Decision and the Impact on Customer Loyalty [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"site-sidebar-layout":"no-sidebar","site-content-layout":"","ast-site-content-layout":"full-width-container","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"disabled","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"default","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"footnotes":""},"class_list":["post-1017","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/ijicses.com\/index.php\/wp-json\/wp\/v2\/pages\/1017","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ijicses.com\/index.php\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/ijicses.com\/index.php\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/ijicses.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/ijicses.com\/index.php\/wp-json\/wp\/v2\/comments?post=1017"}],"version-history":[{"count":4,"href":"https:\/\/ijicses.com\/index.php\/wp-json\/wp\/v2\/pages\/1017\/revisions"}],"predecessor-version":[{"id":1026,"href":"https:\/\/ijicses.com\/index.php\/wp-json\/wp\/v2\/pages\/1017\/revisions\/1026"}],"wp:attachment":[{"href":"https:\/\/ijicses.com\/index.php\/wp-json\/wp\/v2\/media?parent=1017"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}