BUSINESS AND ENTERPREUNERSHIP JOURNAL
Vol 2, No 1 (2021)

Pengaruh E-Wom (Electronic Word Of Mouth) Terhadap Keputusan Pembelian Produk Food & Beverage Secara Online Pada Marketplace Tokopedia

Ardi Noviandi (Universitas Islam Negeri Raden Intan Lampung)

Article Info

Publish Date
12 Feb 2021

Abstract

Electronic Word Of Mouth has become one of the important factors needed by consumers to decide on an online purchase. This study was conducted to determine the effect of e-Wom (electronic word of mouth) on online purchasing decisions for Food Beverage products in the Tokopedia marketplace. The type of data used in this study is quantitative data where the data is recorded using numbers and classifications or information obtained from the distribution of questionnaires, then the data is processed using the SmartPLS3 application. The results of the study found that the variables (intensity, valence of opinion, and content) of e-WOM had a positive and significant influence on purchasing decisions. Keywords : Electronic Word Of Mouth, purchasing decisions

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Journal Info
BUSINESS AND ENTERPREUNERSHIP JOURNAL
Website

Abbrev

bej

Publisher

Sekolah Tinggi Ilmu Komunikasi Almamater Wartawan Surabaya

Subject

Economics, Econometrics & Finance

Description

Business and Enterpreneurship Journal (BEJ) adalah media publikasi ilmiah yang ditulis oleh dosen, peneliti, dan mahasiswa di bidang bisnis,dll. BEJ menerbitkan makalah penelitian ahli, yang direview melalui mekanisme secara online. semua makalah direview setidaknya oleh dua orang reviewer. BEJ ...