ABSTRACT
Promotion is a key to successful companies in the business world. Technology development gives opportunity for business to promote through various links such as social media and the electronic word of mouth (eWOM) and family influence interest in buying goods or services. This research was aimed to empirically examine the impact of social media and family influence on eWOM and how it affects purchase intention in the online shopping platform Shopee. The method of the research was descriptive and explanatory by path analysis. Data were collected from a survey and interviews with 230 respondents. The result of this research proved that family had an influence more than social media and eWOM had a partial influence on purchase intention, while social media and family influence simultaneously.
