THE EFFECT OF INFORMATION USEFULNESS, INFORMATION ADOPTION, AND E-WOM ON THE CONSUMER ONLINE PURCHASE BEHAVIOR OF LOCAL BRAND IN INDONESIA

This study aims to analyze the effects of information usefulness, information adoption, and eWOM credibility on consumer online purchase behavior of local brand fashion in Indonesia, namely Erigo. This study's subjects were people who use Instagram and use the local brand Erigo. 210 samples were selected using the non-probability sampling method by distributed questionnaires in this study. This study applies structural equation modeling (SEM) to test the hypotheses. The Result shows that Information usefulness positively influence consumer information adoption. Information adoption have a positive impact on the credibility of eWOM. Consumer information adoption positively influences consumer online purchase behavior of local fashion clothing brand products. e-WOM credibility has a significant positive effect on consumer online purchase behavior. The mediation variable tested using the Sobel test shows that Information usefulness influences consumer online purchase behavior through information adoption. e-WOM credibility positively significant mediate information adoption and consumer online purchase behavior.