Analysis of eWOM through Digital Content Marketing on Decisions to Use Co-Working Space (Study Case: KOL Community in Lampung Province)

Abstract

One of the impacts of the increasing growth of the internet is social media. Indonesia is the country with the fourth most Instagram users in the world, due to this and also the rapid growth of the internet, it offers a promising place for eWOM. That through Digital Content Marketing by KOL, can build brand awareness and increase the exposure of Co-Working Space.The method used in this research is a quantitative descriptive method. The research location was carried out at 2 Co-Working Spaces in Lampung Province, Indonesia. The tests that will be carried out in this research include the Validity Test, Reliability Test, Multiple Linear Regression Test, T-Test, and F-Test which will be assisted using SPSS software version 25. Researchers collected data on 50 Instagram users. Digital Content Marketing by the KOL Community on Instagram social media has a greater influence on the Decision to Use Co-Working Space, compared to the influence of eWOM. Electronic Word of Mouth on Instagram social media influences the decision to use co-working space. Even though it has a second influence.The findings in this research show that Digital Content Marketing by the KOL Community on Instagram social media influences the Decision to Use Co-Working Space in Lampung Province, Indonesia and eWOM by the KOL Community on Instagram social media influences the Decision to Use Co-Working Space in Lampung Province, Indonesia. Simultaneous hypothesis testing show that Digital Content Marketing and eWOM by the KOL Community influenced the decision to use co-working space in Lampung Province, Indonesia.