Pengaruh ewom (quantity, credibility, dan quality) terhadap consumer purchase intention dimediasi oleh online store awareness, online store image, dan consumer trust

Kristina, Kristina (2020) Pengaruh ewom (quantity, credibility, dan quality) terhadap consumer purchase intention dimediasi oleh online store awareness, online store image, dan consumer trust. Masters thesis, Universitas Pelita Harapan.

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Abstract

Generation Z is the generation that has high potential power of online purchasing. Known as digital native, so it is strongly influenced by various digital platforms to be able to connect with various parties. As a generation that is smart in making purchases, this generation tends to rely on electronic word of mouth (eWOM) sourced from reviews or information, one of which can be obtained through social media. However, at this time it is still very difficult to assess which eWOM is affecting consumer purchase intentions for the beauty industry.. EWOM is in terms of quantity, credibility, and quality to increase consumer purchase intentions mediated by online store awareness, online store image, and consumer confidence in online stores. This study uses the non-probability sampling data collection. The taking technique taken is a purposive sampling technique. The questionnaire was distributed online containing 25 questions using a Likert scale of 1-5. The final sample obtained as many as 402 respondents received 15-24 years and had done online shopping for the beauty category. The data obtained were further analyzed by SmartPLS version 3.2.8. The results of this study indicate several findings that show that eWOM quantity has a positive influence on online store awareness and online store image. eWOM quality has a positive influence on online store awareness, online store image, and consumer trust. eWOM credibility has a positive influence on online store awareness, online store image, and consumer trust. Online store awareness and online store image have a positive influence on consumer trust. And consumer trust has a positive effect on consumer purchase intention. This study also found that eWOM quantity does not have a positive effect on consumer trust, so this needs to get the attention of marketers that the large number of eWOMs does not indicate that reviews influence consumer trust. / Generasi Z merupakan generasi yang memiliki potensi daya beli online yang tinggi. Dikenal sebagai digital native sehingga dipengaruhi oleh berbagai digital platform untuk dapat terhubung dengan berbagai pihak. Sebagai generasi yang cerdas dalam melakukan pembelian, generasi ini cenderung bergantung pada electronic word of mouth (eWOM) yang bersumber dari suatu ulasan atau informasi, dimana salah satunya dapat diperoleh melalui social media. Namun demikian, saat ini dirasakan masih sangat sulit untuk menilai eWOM mana yang mempengaruhi niat pembelian konsumen terhadap industri kecantikan. Penelitian ini bertujuan untuk dapat mempelajari pengaruh dari eWOM yaitu dari segi quantity, credibility, dan quality sehingga dapat meningkatkan consumer purchase intention yang di mediasi oleh online store awareness, online store image, dan consumer trust di online store. Penelitian ini menggunakan pengumpulan data non-probability sampling. Teknik pengumpulan yang diambil adalah teknik purposive sampling. Kuesioner disebarkan secara online yang berisi 25 pertanyaan dengan menggunakan skala likert 1-5. Sampel akhir yang didapat sebanyak 402 responden berusia 15-24 tahun dan pernah melakukan belanja online untuk kategori beauty. Data yang diperoleh selanjutnya di analisa dengan SmartPLS versi 3.2.8. Hasil dari penelitian ini menunjukkan beberapa temuan yang menunjukkan bahwa eWOM quantity memiliki pengaruh secara positif terhadap online store awareness, dan online store image. eWOM quality memiliki pengaruh secara positif terhadap online store awareness, online store image, dan consumer trust. eWOM credibility memiliki pengaruh positif terhadap online store awareness, online store image dan consumer trust. Online store awareness dan online store image memiliki pengaruh scara positif terhadap consumer trust. Dan consumer trust berpengaruh secara positif terhadap consumer purchase intention. Penelitian ini juga terdapat temuan bahwa eWOM quantity tidak berpengaruh secara positif terhadap consumer trust, sehingga hal ini perlu mendapatkan perhatian dari pemasar bahwa banyaknya jumlah eWOM tidak menandakan bahwa ulasan memiliki pengaruh terhadap kepercayaan konsumen.

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