Out-of-Group or In-Group E-WOM affects Consumer Purchasing Decision?

The aim of this study is to explore the influence two types e-WOM, out-of-group (influencer marketing and customer review) in-group (reference group). This uses a quantitative approach. Data were obtained from 176 respondents who are familiar active in online shopping Indonesia. results found that both source e-WOM have positive significant on purchasing decisions. review variable has highest R2 value, namely 0.741, which means reviews can purchase decision by 74.1%. So, it be concluded consumer decisions more influenced information sources (reviews other customers) than family friends. Although there been several past studies, they inconsistent lacking clarity. Hence, aims provide empirical evidence regarding form electronic word mouth biggest