Observational Learning and Word of Mouth Against Consumer Online Purchase Decision during the Pandemic COVID-19

Word of mouth (WOM) and observational learning (OL), as two types of social interaction, have been generally discussed by researchers. And both have a significant impact on consumer purchasing decisions. Online shopping has also begun in Indonesia, but consumers are not accustomed to shopping online often. During the 19th Pandemic many consumers did online shopping from various online websites. This study aims to examine the effect of Online Social Interaction: Observational Learning and Word of Mouth Against Consumer Online Purchase Decision during the pandemic covid 19. Researched as many as 250 respondents using online samples, using the convenience method. The results are expected to be able to test the proposed hypothesis about the interrelationships between variables. The results of testing using e views found that word of mouth has a significant effect on online purchase decisions, observational learning has a significant effect on online purchase decisions, there is an influence of word of mouth and observational learning on online purchase decisions simultaneously. The word of mouth is a factor that influences online purchase decisions with positive word of mouth, which will increase consumer online purchase decisions. Observational learning is a factor in making a purchase decision