Unveiling purchase intention for .id domain using e-wom adoption on social media

Mieke Eka Putri, Yudho Giri Sucahyo, Arfive Gandhi

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

Domain. id is a unique name given to identify private individuals or institutions (both private and public) on Indonesia's Internet. The number of. id domains was still less than the target. This gap made Indonesian Internet Domain Name Manager (PANDI) improve adequate and effective strategies, especially digital marketing. PANDI should identify factors that influence people's intention according to social media usage to formulate strategies. Social media could establish qualified electronic Word of Mouth (e- WOM) involving brand image and brand awareness. This study aimed to determine those factors and analyze whether the.id domain's adoption can affect brand awareness, brand image, and purchase intention of the.id domain. Data collection was carried out by distributing online questionnaire surveys then processed using PLS-SEM with 167 respondents. They represented people who owned. id domain or other domain. Their perception exposed why they purchased. id and prioritize other domains. Out of 13, this research captured 12 accepted hypotheses. Generally, source credibility influenced information credibility, while information credibility influenced the adoption of e-WOM regarding. id domains on social media. Also, e-WOM affects one's brand awareness, brand image, and attitude towards the.id domain. A person's attitude towards the.id domain positively influenced the purchase intention of the.id domain.

Original languageEnglish
Title of host publication2020 5th International Conference on Informatics and Computing, ICIC 2020
PublisherInstitute of Electrical and Electronics Engineers Inc.
ISBN (Electronic)9781728180472
DOIs
Publication statusPublished - 3 Nov 2020
Event5th International Conference on Informatics and Computing, ICIC 2020 - Virtual, Jakarta, Indonesia
Duration: 3 Nov 20204 Nov 2020

Publication series

Name2020 5th International Conference on Informatics and Computing, ICIC 2020

Conference

Conference5th International Conference on Informatics and Computing, ICIC 2020
Country/TerritoryIndonesia
CityVirtual, Jakarta
Period3/11/204/11/20

Keywords

  • Brand awareness
  • E-WOM
  • Electronic word of mouth
  • Information adoption model
  • Purchase intention
  • Top level domain

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