Pengaruh Electronic Word of Mouth terhadap Kepercayaan dan Keputusan Pembelian pada Aplikasi Shopee Mahasiswa Universitas Triatma Mulya

Karta, Ni Luh Putu Agustini (2023) Pengaruh Electronic Word of Mouth terhadap Kepercayaan dan Keputusan Pembelian pada Aplikasi Shopee Mahasiswa Universitas Triatma Mulya. Jurnal Bisnis dan Pemasaran Digital (JBPD, 2 (1). pp. 25-38. ISSN 2798-3293, Vol 2, No 1, 2022, 25-38

Text (Artikel jurnal nasional) Pengaruh WOM thd Buying Intension pada Shoppee.pdf Download (959kB)

Abstract

Purpose: The aim of this study is to investigate the impact of
electronic word of mouth (EWOM) on trust, examine how trust
impacts purchase decisions, and explore the relationship between
EWOM and purchase decisions.
Methodology: This study employs a quantitative descriptive
research approach, with a sample size of 128 participants, analyzed
using path analysis techniques.
Results: The findings reveal a significant influence of EWOM (X)
on trust (Y1), with a t-value of 0.000. Trust (Y1) also significantly
influences purchase decisions (Y2), with a t-value of 0.000.
Similarly, EWOM (X) has a significant impact on purchase
decisions (Y2), with a t-value of 0.000. The study features one
independent variable (EWOM) and two dependent variables (trust
and purchase decisions). A strong correlation coefficient of 0.815
suggests a robust relationship between EWOM and purchase
decisions, while a correlation coefficient of 0.742 indicates a
significant influence of trust on purchase decisions. These
relationships were identified within the context of Triatma Mulya
University.
Conclusion: The findings of this study suggest that a strong
correlation was found between EWOM and purchase decisions,
indicating a robust relationship between the two. Similarly, the
study found a significant influence of trust on purchase decisions.
Contribution: This study contributes to the literature on online
marketing and consumer behavior by highlighting the importance of
EWOM and trust in shaping purchase decisions. Finally, the results
of this study provide a basis for future research on the impact of
EWOM and trust on consumer behavior in different contexts and
industries.
Keywords: Electronic Word of Mouth, Trust, and Purchase
Decisions

Item Type:	Article
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Dr. Agustini Karta
Date Deposited:	15 Jan 2024 02:08
Last Modified:	15 Jan 2024 02:08
URI:	http://eprints.triatmamulya.ac.id/id/eprint/2088

Actions (login required)

View Item