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All Journal BUSINESS AND ENTERPREUNERSHIP JOURNAL Business and Enterpreneurship Journal (BEJ)
Ardi Noviandi
Universitas Islam Negeri Raden Intan Lampung
Economics, Econometrics & Finance

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Pengaruh E-Wom (Electronic Word Of Mouth) Terhadap Keputusan Pembelian Produk Food & Beverage Secara Online Pada Marketplace Tokopedia Ardi Noviandi
Business and Enterpreneurship Journal (BEJ) Vol 2, No 1 (2021)
Publisher : Business and Enterpreneurship Journal (BEJ)

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (317.546 KB)

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
Pengaruh E-Wom (Electronic Word Of Mouth) Terhadap Keputusan Pembelian Produk Food & Beverage Secara Online Pada Marketplace Tokopedia Ardi Noviandi
Business and Enterpreneurship Journal (BEJ) Vol 2, No 1 (2021)
Publisher : Universitas Mitra Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57084/bej.v2i1.652

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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