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" ABSTRAKPerkembangan teknologi menghadirkan inovasi berupa sosial media. Sosial media Instagram menjadiwadah bisnis online berupa online shop. Transaksi yang terjadi di dunia maya menimbulkan keraguanpada konsumen. Kebutuhan akan fashion membuat masyarakat mencari produk fashion terbaik melaluionline shop. Produsen membutuhkan kepercayaan dari konsumen untuk melakukan transaksi melaluiinternet. Namun, karena adanya advokasi dari konsumen lain, kepercayaan itu mulai terbangun. Wordof mouth menjadi senjata andalan pemilik toko online. Word of mouth memberikan dampak yang besarbagi konsumen sehingga konsumen dapat mengambil keputusan.

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ABSTRACTThe development of technology brings innovation in the form of social media. Instagram social media

has been an online business forum in the form of an online shop. The need of fashion makes society

look for the best fashion products through online shop.Transactions that occur in cyberspace cast doubt

on the consumer. Manufacturers need the confidence of consumers to conduct transactions over the

Internet. However, because of the advocacy of other consumers, confidence began to be awake. Word

of mouth is the weapon of the owner of an online store. Word of mouth will give great impact for

consumers so that consumers can make decisions."