PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN DENGAN KEPERCAYAAN KONSUMEN SEBAGAI MEDIASI PADA MARKETPLACE SHOPEE DI KOTA JAMBI
DOI:
https://doi.org/10.22437/jmk.v11i2.17960Abstract
Tujuan penelitian ini adalah untuk mengetahui pengaruh Electronic word of mouth terhadap keputusan pembelian dengan kepercayaan konsumen sebagai mediasi pada marketplace shopee di Kota Jambi. Pengumpulan untuk mendapatkan data menggunakan survei dengan memberikan kuesioner yang kepada 100 responden yang berada di Kota Jambi. Untuk menguji data menggunakan alat analisis Smart PLS 3. Hasil yang didapatkan pada penelitian menunjukkan bahwa Electronic word of mouth berpengaruh langsung dan signifikan terhadap keputusan pembelian, Electronic word of mouth berpengaruh terhadap kepercayaan konsumen, kepercayaan berpengaruh terhadap keputusan pembelian, kesimpulan dari pengaruh mediasi penelitian ini adalah kepercayaan konsumen mampu memediasi variabel Electronic word of mouth terhadap keputusan pembelian konsumen pada marketplace shopee
Downloads
References
Chen, A., Lu, Y., & Wang, B. (2017). Customers’ purchase decision-making process in social commerce: A social learning perspective. International Journal of Information Management, 37(6), 627–638. https://doi.org/10.1016/j.ijinfomgt.2017.05.001
Choi, J. H., & Scott, J. E. (2013). Electronic word of mouth and knowledge sharing on social network sites: A social capital perspective. Journal of Theoretical and Applied Electronic Commerce Research. https://doi.org/10.4067/S0718-18762013000100006
Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic Word-Of-Mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1). https://doi.org/10.2501/IJA-30-1-047-075
Eneizan, B., Alsaad, A., Alkhawaldeh, A., Rawash, H. N., & Enaizan, O. (2020). E-WOM, trust, usefulness, ease of use, and online shopping via websites: The moderating role of online shopping experience. Journal of Theoretical and Applied Information Technology, 98(13), 2554–2565.
Fishbein, M., & Ajzen, I. (1975). Chapter 1. Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. In Reading, MA: Addison-Wesley.
Gauri, D. K., Bhatnagar, A., & Rao, R. (2008). Role of word of mouth in online store loyalty. Communications of the ACM, 51(3), 89–91. https://doi.org/10.1145/1325555.1325572
Ghozali, I., & Latan, H. (2012). Partial Least Square: Konsep, Teknik, dan Aplikasi SmartPLS 2.0 M3. In Semarang: Badan Penerbit Universitas Diponegoro.
Hsu, M. H., Chuang, L. W., & Hsu, C. S. (2014). Understanding online shopping intention: The roles of four types of trust and their antecedents. Internet Research, 24(3), 332–352. https://doi.org/10.1108/IntR-01-2013-0007
Huang, J. H., Hsiao, T. T., & Chen, Y. F. (2012). The Effects of Electronic Word of Mouth on Product Judgment and Choice: The Moderating Role of the Sense of Virtual Community. Journal of Applied Social Psychology, 42(9), 2326–2347. https://doi.org/10.1111/j.1559-1816.2012.00943.x
Huang, Z., & Benyoucef, M. (2017). The effects of social commerce design on consumer purchase decision-making: An empirical study. Electronic Commerce Research and Applications, 25, 40–58. https://doi.org/10.1016/j.elerap.2017.08.003
Jayani, D. H. (2020). Peta Persaingan E-Commerce Indonesia pada Kuartal II-2020. Www.Databoks.Katadata.Co.Id. https://databoks.katadata.co.id/datapublish/2020/09/21/peta-persaingan-e-commerce-indonesia-pada-kuartal-ii-2020
Kaushik, K., Mishra, R., Rana, N. P., & Dwivedi, Y. K. (2018). Exploring reviews and review sequences on e-commerce platform: A study of helpful reviews on Amazon.in. Journal of Retailing and Consumer Services, 45(August), 21–32. https://doi.org/10.1016/j.jretconser.2018.08.002
Ketelaar, P. E., Willemsen, L. M., Sleven, L., & Kerkhof, P. (2015). The Good, the Bad, and the Expert: How Consumer Expertise Affects Review Valence Effects on Purchase Intentions in Online Product Reviews. Journal of Computer-Mediated Communication, 20(6), 649–666. https://doi.org/10.1111/jcc4.12139
Kotler, P., & Keller, K. L. (2009). Marketing management (13th ed.). In Prentice Hall.
Kotler, Philip, & Keller, K. L. (2016). Marketing Mangement. In Pearson Edition Limited.
Leonard, L. N. K., & Jones, K. (2019). Trust in C2C Electronic Commerce: Ten Years Later. Journal of Computer Information Systems, 0(0), 1–7. https://doi.org/10.1080/08874417.2019.1598829
Lidwina, A. (2019). Infografik: Indonesia Pasar Terbesar E-Commerce di Asia Tenggara. Katadata.Co.Id.
Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). AN INTEGRATIVE MODEL OF ORGANIZATIONAL TRUST. Academy of Management Review. https://doi.org/10.5465/amr.1995.9508080335
Mothersbaugh, D. L., & Hawkins, D. I. (2016). Consumer Behavior: Building Marketing Strategy, Thirteenth Edition. In Mc Graw Hill Education .
Oliveira, T., Alhinho, M., Rita, P., & Dhillon, G. (2017). Modelling and testing consumer trust dimensions in e-commerce. Computers in Human Behavior, 71, 153–164. https://doi.org/10.1016/j.chb.2017.01.050
Park, D. H., Lee, J., & Han, I. (2007). The effect of on-line consumer reviews on consumer purchasing intention: The moderating role of involvement. International Journal of Electronic Commerce, 11(4), 125–148. https://doi.org/10.2753/JEC1086-4415110405
Peter, P. J., & Olson, J. C. (2013). Perilaku Konsumen dan Strategi Pemasaran. In Salemba Empat.
Pradana, Y. S. (2020). menelisik tren peningkatan penggunaan internet diindonesia. Www.Goodnewsfromindonesia.
Prasad, S., Garg, A., & Prasad, S. (2019). Purchase decision of generation Y in an online environment. Marketing Intelligence and Planning, 37(4), 372–385. https://doi.org/10.1108/MIP-02-2018-0070
Prasad, S., Gupta, I. C., & Totala, N. K. (2017). Social media usage, electronic word of mouth and purchase-decision involvement. In Asia-Pacific Journal of Business Administration (Vol. 9, Issue 2). https://doi.org/10.1108/APJBA-06-2016-0063
Roy, S. K., Lassar, W. M., & Butaney, G. T. (2014). The mediating impact of stickiness and loyalty on word-of-mouth promotion of retail websites: A consumer perspective. European Journal of Marketing. https://doi.org/10.1108/EJM-04-2013-0193
Schiffman, L., & Kanuk, L. L. (2010). Perilaku Konsumen edisi 7. In EKONOMI.
Tjhin, V. U., & Aini, S. R. N. (2019). Effect of E-WOM and social media usage on purchase decision in clothing industry. ACM International Conference Proceeding Series. https://doi.org/10.1145/3332324.3332333
Yoo, C. W., Sanders, G. L., & Moon, J. (2013). Exploring the effect of e-WOM participation on e-Loyalty in e-commerce. Decision Support Systems, 55(3), 669–678. https://doi.org/10.1016/j.dss.2013.02.001
Zhao, S., Fang, Y., Zhang, W., & Jiang, H. (2020). Trust, perceived benefit, and purchase intention in C2C e-commerce: An empirical examination in China. Journal of Global Information Management. https://doi.org/10.4018/JGIM.2020010107
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2022 Desy S. Nur, Ade Octavia
This work is licensed under a Creative Commons Attribution 4.0 International License.
