Unveiling Purchase Intention for .id Domain using E WOM Adoption on Social Media
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.
2020 Fifth International Conference on Informatics and Computing (ICIC)