E-WOM And Social Commerce Purchase Intentions: Applying The Theory of Planned Behavior

The study aims to verify the effect of E-WOM on Instagram as social media on purchase intention among consumers in Jakarta to purchase coffee through online food delivery (OFD). From the total population of 5,307,555 residents with the age range of 20 to 49 years old in DKI Jakarta, this study targetted 398 respondents as samples. This study used convenience sampling to get the subjects followed by face-to-face data collection using questionnaires by the research workers. The study utilized Structural Equation Modeling (SEM) with WarpPLS 6.0 for data examination. The results indicated E-WOM has a notable on attitudes toward purchasing, subjective norms, perceived behavioral control, and intention to purchase coffee through OFD. Attitudes toward purchasing, perceived behavioral control, and subjective norms have a meaningful influence on intention to purchase coffee through OFD.