Pengaruh Electronic Word Of Mouth (e-WOM ) Terhadap Niat Membeli Barang Elektronik Melalui Market Place

Muhammad Khoiruman(1*) , Ambar Wariati(2) , Ridwan Wahyudi(3)


(1) Universitas Dharma AUB Surakarta
(2) Universitas Dharma AUB Surakarta
(3) Universitas Dharma AUB Surakarta
(*) Corresponding Author

Abstract


Penelitian ini bertujuan untuk mengetahui pengaruh Electronic Word of mouth (e-WOM) terhadap niat (intention) beli produk elektronik melalaui platform market place. Menggunakan Theory Planed Behavior (TPB) sebagai model perilaku konsumen, yang mengintegrasikan eWOM, sikap (attitude), norma subyektif, persepsi kontrol perilaku dan niat (intention) untuk membeli produk elektronik melalui market place. Sebanyak 113 responden digunakan dalam penelitian ini dengan menggunakan Structural equation Model (SEM) Temuan utama dari penelitian ini terkait dengan pengaruh e-WOM yang diterima terhadap sikap individu, norma subyektif dan kontrol perilaku yang dirasakan yang memengaruhi niat mereka untuk memesan produk elektronik dengan menggunakan market place

Keywords


Electronic Word of mouth (e-WOM), attitude, subjective norm, Perceived Behavior Control , dan intention

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References


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DOI: https://doi.org/10.36587/exc.v9i2.1382

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