Pengaruh Electronic Word Of Mouth (ewom) Terhadap Keputusan Pembelian Di Shopee Oleh Masyarakat Bandung

Aditya Gusrah Arsyalan, Maya Ariyanti

Abstract

ABSTRAK Penulis ingin melihat seberapa besar pengaruh Electronic Word Of Mouth (e-WOM) yang terjadi di masyarakat terhadap salah satu e-commerce yang terus berkembang yaitu Shopee dengan judul penelitian “Pengaruh Electronic Word Of Mouth (e-WOM) Terhadap Keputusan Pembelian Masyarakat Bandung di Shopeeâ€. Menurut Henning-Thurau et al (dalam Wijaya dan Paramitha, 2014:3), Electronic Word of Mouth adalah pernyataan positif atau negatif yang dibuat oleh pelanggan potensial, pelanggan aktual dan mantan pelanggan tentang produk atau perusahaan melalui internet. Kotler & Keller (2016) menyatakan bahwa keputusan pembelian adalah keputusan dimana konsumen benar-benar memutuskan untuk membeli dan menikmati barang atau jasa diantara berbagai macam pilihan alternatif. Dalam penelitian ini, menggunakan metode kuantitatif. menggunkan analisis deskriptif, merupakan penelitian kausa dengan waktu penelitian menggunakan jenis cross section. Berdasarkan hasil pengujian pengaruh electronic word of mouth secara parsial terhadap kinerja karyawan adalah Adalah terdapat pengaruh positif antara intensity (X1), valence of opinion (X2), dan content (X3) terhadap keputusan pembelian (Y) pada konsumen Shopee yang berdomisili di kota Bandung. Hal tersebut dikarenakan nilai signifikansinya ialah 0,000 yang kurang dari 0,05. Mengenai keputusan pembelian, rata-rata skor terendah diperoleh oleh faktor lebih menyukai membeli produk di Shopee dibandingkan dengan e-commerce yang lainnya. Artinya peta persaingan ecommerce harus terus diperhatikan oleh Shopee untuk selalu bisa mengembangkan dan memajukan Shopee agar konsumen ingin terus menggunakan Shopee untuk transaksi kebutuhannya dan content yang ditawarkan Shopee juga harus lebih diperhatikan dan diperbaiki. ABSTRACT The author wants to see how much influence the Electronic Word of Mouth (e-WOM) that occurs in the community against one e-commerce that continues to grow, namely Shopee with the research title "The Effect of Electronic Word of Mouth (e-WOM) on Purchasing Decisions in Bandung in Shopee ". According to Henning-Thurau et al (in Wijaya and Paramitha, 2014: 3), Electronic Word of Mouth is a positive or negative statement made by potential customers, actual customers and former customers about products or companies via the internet. Kotler & Keller (2016) states that purchasing decisions are decisions where consumers really decide to buy and enjoy goods or services among various alternative choices. In this study, using quantitative methods. using descriptive analysis, is a causal research with research time using cross section type. Based on the results of testing the effect of electronic word of mouth partially on employee performance is There is a positive influence between intensity (X1), valence of opinion (X2), and content (X3) on purchasing decisions (Y) on Shopee consumers who live in the city of Bandung . That is because the significance value is 0,000 which is less than 0.05. Regarding purchasing decisions, the lowest average score obtained by the factor prefers buying products at Shopee compared to other e-commerce. This means that the e-commerce competition map must be kept in mind by Shopee to always be able to develop and advance Shopee so that consumers want to continue to use Shopee for transactions of their needs and the content offered by Shopee must also be more noticed and improved

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