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

https://doi.org/10.35912/jbpd.v2i1.2255
Published: Jul 6, 2022

Abstract:

Purpose: This study analyzes how electronic word-of-mouth influences trust, examines how trust affects purchase decisions, and investigates how electronic word-of-mouth influences purchase decisions.

Methodology: This research was categorized as quantitative descriptive research, with a sample size of 128 respondents, and analyzed using path analysis techniques.

Result: The findings of this study indicate that the electronic word-of-mouth variable (X) has a significant influence on the trust variable, as indicated by a t-significance value of 0.000. Trust has a significant influence on purchase decisions, as indicated by the t-significance value of 0.000. The electronic word-of-mouth variable also had a significant influence on the purchase decision variable, as indicated by the t-significance value of 0.000. In this study, there is one independent variable, namely electronic word of mouth (EWOM), and two dependent variables, namely trust and purchase decisions. The relationship between the EWOM variable and purchase decisions is highly significant, with a value of 0.815. This indicates a strong and robust relationship between EWOM and purchase decisions. Additionally, there was a strong relationship between the trust variable and purchase decisions, with a correlation coefficient of 0.742. This suggests that trust also plays a significant role in purchase decision-making, and they exist at Triatma Mulya University.

Keywords:
1. Electronic Word of Mouth
2. Trust
3. Purchase Decisions
Authors:
1 . Bertoldus Makur
2 . Ni Luh Putu Agustini Karta
3 . Laras Oktaviani
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How to Cite
Makur, B. ., Karta , N. L. P. A. ., & Oktaviani, L. . (2022). Pengaruh Electronic Word of Mouth terhadap Kepercayaan dan Keputusan Pembelian pada Aplikasi Shopee Mahasiswa Universitas Triatma Mulya . Jurnal Bisnis Dan Pemasaran Digital, 2(1), 25–38. https://doi.org/10.35912/jbpd.v2i1.2255
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Vol. 2 No. 1 (2022): Juli
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  2. Goyette, I dan Ricard, L. e-WOM Scale: Word of Mouth Measurement Scale for E Service Context. Jurnal Manajemen, Vol. 27. Maret 2010. Hal 5 - 23
  3. Indotelko. 2021. Pertumbuhan pengguna Shopee capai 150%. dikutip dari https://www.indotelko.com/read/1543462517/pertumbuhan-pengguna- shopee Indotelko. Diunggah tanggal 29 November 2018 jam 10:35:17
  4. Iprice. Telusuri Persaingan E-commrce di Indonesia. Dikutip dari https://iprice.co.id/insights/mapofecommerce/ diakses pada 10 Maret 2022.
  5. Karta, Ni Luh Putu Agustini; Kusumawijaya, Ida Ketut; Astawa, I Nengah Dasi; dan Diarini, I Gst Agung Sinta. 2018. The Roles Of Entrepreneurial Marketing In Penetrating The Export Market Of Balinese Handicrafts. International Journal Of Multidisciplinary Educational Research Issn : 2277-7881; Impact Factor – 5.818; Ic Value:5.16; Isi Value:2.286 Volume 7, Issue 8(1), August 2018. https://s3-ap-southeast-1.amazonaws.com/ijmer/pdf/volume7/issue8(1)/14.pdf
  6. Kotler, Philip & Keller. 2016. Manajemen Pemasaran. Edisi Ketigabelas. Jilid 1. Erlangga. Jakarta.
  7. Kurniadi, I Putu Eka; Karta N.L.P. Agustini. 2020. Pengaruh Iklan, Citra Merk, dan Kualitas Pelayanan Terhadap Keputusan Pembelian Alat Kesehatan (Ortopedi) PT. Adiska Sarana Medika Di Denpasar, Journal Research Manajemen Vol. 02 No. 1 Desember 2020: 23-35. http://jarma.triatmamulya.ac.id/index.php/Management/article/view/32/32
  8. Kurtz., David L. 2016. Pengantar Bisnis Kontemporer, Buku 2. Salemba Empat. Jakarta.
  9. Lamba, B., Aggarwal, M. A Study on Influencer of eWOM: Consumer TheInternasional Journal of Business and Management Vol. 2 Nomor 9. Juli 2014 Hal 237-241.
  10. Maharani, Astri Dhiah. 2010. Analisis Pengaruh Kepercayaan dan Kepuasan Pelanggan Terhadap Loyalitas Nasabah Tabungan Bank Mega Semarang. Universitas Diponegoro. Semarang.
  11. Mowen dan Minor, 2012, Perilaku Konsumen Jilid 1, Edisi. Kelima (terjemahan), Erlangga, Jakarta.
  12. Nanehkaran, Y. A. An Intruduction to electronik commerce. International journal of scientific & technology research, Vol. 2 Nomor 4. Juni 2013. Hal. 190-193.
  13. Perdiyanti, Dwi Hafifah and Faeni, Dewi Puspaningtyas. 2021. Analisis Pengaruh Work from Home, Digital Platform dan Aplikasi Rapat Online terhadap Produktivitas Kerja pada PT. Telkom Akses di Jakarta Barat(Analyzing the Effect of Work from Home, Digital Platform and Online Meeting Applications on Work Productivity at PT. Telkom Access in West Jakarta). Journal Studi Akuntansi, Keuangan dan Manajemen (Sakman)Vol 1, No 1, 2021,9-16https://doi.org/10.35912/sakman.v1i1.396.
  14. PT. Shopee tbk. Apa kelebihannya berbelanja di Shopee Mall? Dalam https://help.shopee.co.id/s/article/Apa-kelebihan-berbelanja-di-Shopee-Mall. Diakses pada 20 Juni 2022
  15. Stanton, William J. 2012. Prinsip pemasaran. Erlangga, Jakarta.