Pengaruh Electronic Word Of Mouth Di Media Sosial Instagram Terhadap Keputusan Pembelian Pada Clothing Store (Studi Pada Followers Account Instagram Fatto A Mano).

Based on the rise of the phenomenon of social media that is very fast developing in today's society, encouraging companies to use social media as a promotional media. Therefore, researchers interested in conducting this research is to find out how much influence the Electronic Word of Mouth on Consumer Purchasing Decisions at Fatto A Mano's Clothing Store. Because of the large number of social media users ranging from small children to adults, one approach in modern marketing is marketing communication with AIDA theory to be able to determine potential consumers. Exposure of the message to be accepted by prospective consumers must meet 4 requirements, namely making a message that has the appeal to gain attention (gain attention), then one way to be able to attract interest (hold interest) is to explain the features and benefits directly so that candidates persuaded consumers, in addition, the message delivered must also be able to motivate and convince potential consumers to arouse desire (arouse desire), and then can produce decisions (elicit action). Based on these stages, communication between companies and potential customers is more effectively accepted. The method in this study uses a quantitative approach in which the type of research used is explanatory research and uses simple random sampling techniques in determining the sample to be used. The sample used was 100 respondents who were followers of Fatto A Mano's Instagram account. Then the data is processed using simple linear regression analysis, person correlation analysis, determination coefficient analysis, and t-test hypotheses. The results of this study indicate that the Electronic Word of Mouth variable of 6 questions given to 100 respondents, almost all of them fall into the agreed interval category, and only 1 question has the average item in the interval category strongly agreed. Then the researchers found that out of 100 respondents who were given 6 questions related to the Purchase Decision variable, 4 of the 6 questions entered into the category interval enough to agree, and the rest entered into the category interval agreed. And overall results in this study indicate that Electronic Word Of Mouth has a positive and significant effect on purchasing decisions by 52.7%. While the remaining 47.3% is contributed by other factors not discussed in this study