The Influence of Product Variety, Instagram Social Media Promotion, and E-WOM on Purchase Intention for Yourstudio Photobox Madiun

Devandra Yuliannata, Hari Purwanto, Rizal Ula Ananta Fauzi

Abstract


This study aims to analyze the influence of product variation, social media promotion through Instagram, and Electronic Word of Mouth (E-WOM) on purchase intention at Yourstudio Photobox Madiun. This study employed a quantitative approach with a survey method involving 160 respondents selected through purposive sampling. Data were collected through a Likert-scale questionnaire and analyzed using multiple linear regression with the assistance of IBM SPSS Statistics 26. The results show that, partially, product variation has no significant effect on purchase intention, while social media promotion through Instagram and E-WOM have a positive and significant effect, with E-WOM being the most dominant variable. Simultaneously, the three variables were proven to significantly affect purchase intention, contributing 59.6%. These findings indicate that in experience-based service industries such as photobox, digital reputation and the effectiveness of online promotion play a greater role than product variety alone in shaping consumer purchase intention.


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