THE INFLUENCE OF ELECTRONIC WORD OF MOUTH AND SOCIAL MEDIA MARKETING ON CUSTOMER PURCHASE INTENTION OF FLOWER BOUQUET IN VICIFELT FLORIST KAWANGKOAN MINAHASA

Abstract

In the era of globalization, technological advancements have transformed consumer behavior, including purchasing goods and services online. The florist industry, traditionally reliant on physical stores, has increasingly embraced ecommerce and social media marketing to reach a wider customer base. This study examines the influence of Electronic Word of Mouth (eWOM) and Social Media Marketing on customer purchase intention at ViciFelt Florist Kawangkoan. With the increasing use of social media, potential customers are exposed to advertisements, promotions, and online reviews that shape their purchasing decisions. Online florist shops provide convenience for customers, particularly for urgent orders, thereby increasing sales and market reach. A quantitative research approach is applied in this study, utilizing multiple linear regression analysis through IBM SPSS 26. The results of this study stated that Electronic Word of Mouth (X1) and Social Media Marketing (X2) have a positive and significant effect on Customer Purchase Intention (Y).

Keywords: Florist, Electronic Word of Mouth (eWOM), Social Media Marketing, Customer Purchase Intention