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All Journal Journal of Management and Innovation Entrepreneurship (JMIE)
Renny lubis
Universitas Prima Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences Other

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THE ROLE OF PERCEIVED RISK ON ELECTRONIC WORD OF MOUNTH IN NORTH SUMATERA Renny lubis; Syaifuddin Syaifuddin; Yusuf Ronny Edward
Journal of Management and Innovation Entrepreneurship (JMIE) Vol. 3 No. 4 (2026): Juli
Publisher : Yayasan Nuraini Ibrahim Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70248/jmie.v3i4.4088

Abstract

Incorrect marketing techniques can result in a decrease in consumer purchasing decisions. Marketing plays a crucial role in the business world. Therefore, it is crucial to examine the influence of risk perception on electronic word-of-mouth (EWOM) in North Sumatra. The risk perception variable serves as the independent variable, while electronic word-of-mouth serves as the intervening variable. This study employed a quantitative method, supported by extensive literature. All data from the variables were analyzed using structural equation modeling with a partial least squares approach, using SmartPLS software. The population consisted of online transaction users in North Sumatra. The sample size was 62 respondents. The analysis concluded that the influence of risk perception on electronic word-of-mouth (EWOM) in North Sumatra is positive and significant. Therefore, risk perception is crucial in enhancing all forms of communication, reviews, or testimonials about a product or service shared by consumers via the internet in North Sumatra.
Co-Authors Syaifuddin Syaifuddin Yusuf Ronny Edward