@article{MAKHILLIBM202014827519,
    title = {The Effect of Electronic Word of Mouth in Influencing e-Commerce Customer’s Purchase
Intentions on Collectivist Culture},
    journal = {International Business Management},
    volume = {14},
    number = {8},
    pages = {256-264},
    year = {2020},
    issn = {1993-5250},
    doi = {ibm.2020.256.264},
    url = {https://makhillpublications.co/view-article.php?issn=1993-5250&doi=ibm.2020.256.264},
    author = {Angga and},
    keywords = {Satisfaction,electronic word of mouth,brand equity,collectivist culture,purchase intention},
    abstract = {The digital era which is increasingly becoming
massive in people’s lives, it also has an impact on
the change of traditional sales methods to digital.
e-Commerce companies compete in winning the
competition to create superior customer value. An
effective and efficient marketing strategy is needed that
can influence customer buying intentions. One that can be
used in marketing communication is an electronic word of
mouth. This research focuses on the effect of customer
satisfaction that can create electronic word of mouth that
has an impact on increasing brand equity and adding
collectivist culture moderator variables. Distribution of
questionnaires Likert scale to 280 respondents who have
used e-Commerce in purchases and analyzed using the
SmartPls 3.0. The results state that there is a significant
relationship between the independent and dependent
variables and the moderator variable entered gets
insignificant results so the results state that the moderator
variable is more appropriate to be an independent
variable. This research contributes to the testing of
cultural moderator variables that make the independent
variables able to generalize the findings.}
    }