PENGARUH ELECTRONIC WORD OF MOUTH (eWOM) TERHADAP KEPUTUSAN PEMBELIAN DI SURABAYA (Studi terhadap Toko Online Zalora dan BerryBenka)

The substantial growth in online social networks has vastly expanded the potential impact of electronic word of mouth (eWOM) on consumer purchasing decisions in Surabaya especially about fashion information. From a survey of 164 consumers about online shop “Zalora” and “BerryBenka”and a critical literature review exposed that there is four measurement scale forword of mouth (e-WOM scale) that four dimensions is: WOMintensity, positive valence WOM, negative valence WOM,and WOM content.The method which is used in this research is analysis test of multiple regression analysis and independent sample t Test. This research uses online and direct questionnaire. The final research shows that eWOM dimensions significantly influence consumer purchase decision in Surabaya. And the most dominant variabel is WOM content. Keywords: Electronic word of mouth; eWOM; online WOM; Purchase decisio