Citra Savitri, Ratih Huriyyati, Heny Hendrayati, Lili Adi Wibowo
The role of promotion is the key to success for companies in the business world. The development of technology was open to opportunities for businesses. Grab is the one of transportation business that use mobile application and promote through various networks such as electronic word of mouth The purpose of the empirical research is to know the influence of eWOM toward purchase intention at Grab online transportation. This research uses descriptive and qualitative method with a sample of 120 respondents. The results of this research prove that e eWOM have good criteria based on the scale range and significant influence. The analysis states that there is a strong relationship between eWOM and purchase intention. The findings show that the review form Grab application with positive eWOM, a good services quality have influence the consumer and will be recommend to their friend, family and other. © 2020 SERSC.
Universitas Buana Perjuangan Karawang, Indonesia; Universitas Pendidikan Indonesia, Indonesia
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