The Influence of Social Media Advertising and Electronic Word of Mouth (E-WOM) towards Buying Interest of Millennial Muslim Fashion in Bandung

Abstract

Technological advances that occur in the current era have made social media develop rapidly
and then not only as a communication platform but can be used as electronic advertising,
particularly for the advancement of the Muslim fashion sector in Bandung. The researchers
prove that Social Media Advertising and Electronic word of mouth (E-WOM) have a positive
influence on Muslim fashion buying interest in the millennial generation of Bandung citizen. The
reseachers used a purposive sampling method by giving electronic questionnaires to 110
millennials of Bandung citizen as the respondents to prove the results of this reseach. This
research shows that Social Media Advertising and Electronic word of mouth (E-WOM) have a
significant level of buying interest in Muslim fashion in the millennial generation of Bandung
City. This research investigates the activities on the Social Media Advertising platform and the
influence of the Electronic word of mouth (E-WOM) for Muslim fashion in the millennial
generation in Bandung. This research announces owners of Muslim fashion advertised through a
platform or social media to continue to use social media advertising and electronic word of
mouth (E-WOM) because they have been shown to have a major influence on consumer buying
interest in this era. This reseach contributes to providing positive rating and and impact for
business owners, especially in the Muslim fashion sector, in order to increase income by utilizing
advertisements on social media.