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All Journal Jurnal Minds: Manajemen Ide dan Inspirasi
Mailal Badir
Universitas Negeri Surabaya
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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The Effect of E-WOM, Ease of Use and Trust on Purchase Decisions (Study on Tokopedia Application Users) Mailal Badir; Anik Lestari Andjarwati
Jurnal Minds: Manajemen Ide dan Inspirasi Vol 7 No 1 (2020): June
Publisher : Management Department, Universitas Islam Negeri Alauddin Makassar, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24252/minds.v7i1.13715

Abstract

The purpose of this study is to determine the effect of e-WOM, convenience, and trust in purchasing decisions. The development of internet-based trading systems or e-commerce changes the patterns of consumer behavior from conventional shopping to shopping digitally or online. The sample in this study was 200 respondents of Tokopedia users. The analyis uses multiple regression analysis. The results showed there was no significant effect of the e-WOM variable on purchasing decisions, and there was a substantial influence on the easiness and trust variables on buying decisions.
Co-Authors Anik Lestari Andjarwati