THE EFFECT OF SOCIAL MEDIA, DIRECT EMAIL, AND ELECTRONIC WORD-OF MOUTH (E-WOM) ON CONSUMER PURCHASE DECISION AT ZALORA FASHION ONLINE STORE

Abstract

The number of online transaction in Indonesia has increased in recent years with fashion products currently dominate the e-commerce market as the most frequently purchased products. The aims of this study are to analyze the effects of social media, direct email, and electronic word-of-mouth on consumer purchase decision withdrawing taking online fashion retailer Zalora Indonesia as its case study.This research is a quantitative research associated with multiple regression analysis  technique. The respondents of this research are the customer from Zalora online fashion store. This research found that there is a significant influence of social media, direct email, and  electronic word of mouth on customer purchase decision at Zalora online fashion store simultaneously, there is a signifficant influence of social media and electronic word of mouth on customer purchase decision in Zalora online fashion store partialy, and there is no signifficant influence of direct mail on customer purchase decision at Zalora online fashion store partially. It concluded that the advertisement that created by zalora through social media is really interesting so it can attract the customer interest to make a purchase and also the good reviews of the product make the consumer want to buy the product, but their advertisement through email can not attract the consumer interest. This study suggest to Zalora management online fashion store to improve their promotion in order to gain many consumers.

Keywords: social media, direct email, e-wom, purchase decision