ABSTRACT
This research aims to measure the influence of e-WOM (electronic word of mouth) participation compiled by intrinsic and extrinsic motives to the purchase intention as well as its implications and also to understand how e-WOM influences the online shopping patterns of customers. This research is categorized as survey research with descriptive analysis method by taking samples and using questionnaires as main data. The model was tested using a quota sample of 150 undergraduate students in Indonesia and single cross-sectional survey. The respondents are choosing by non-probability and convenience sampling techniques. The results of analyses in this research were tested using structural equation modeling (SEM). The results show only two of five hypotheses failed to be rejected and have significant effect. The results show that e-WOM on social media has an essential role in driving increased purchase intention on the Shopee e-commerce platforms in Indonesia.
