Abstract
The emergence of the Grab service in Indonesia is an example of how the contemporary era and globalization have encouraged innovation and change. The business actively uses internet marketing techniques, with a focus on making advertising and electronic word of mouth more attractive to attract users. This research tries to find the impact of advertising attractiveness on e-Wom as well as the impact of user interest in Grab influenced by advertising and electronic word-of-mouth. SmartPLS 4 analysis is used in a research approach with the student population of Buana Perjuangan University, Karawang. By implementing the Slovin formula in the analysis, a sample of 385 respondents was selected with an error rate of 5%. The findings of this study show that e-Wom is strongly influenced by advertising attractiveness, and users' propensity to purchase Grab services is very positively influenced by e-Wom and advertising attractiveness.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
