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All Journal JURNAL EMBA : JURNAL RISET EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI
Worang, Frederik Gerard
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Economics, Econometrics & Finance

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THE INFLUENCE OF PERCEIVED VALUE AND ELECTRONIC WORD OF MOUTH (E-WOM) ON GEN-Z INTENTION TO USE SHOPEE IN MANADO Santoso, Cecilia Glory; Worang, Frederik Gerard; Tielung, Maria Veronika J
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 12 No. 4 (2024): JE. VOL 12 NO 4. 2024
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/emba.v12i4.58805

Abstract

The convenience that comes along with e-commerce services attracts a lot of consumers to use the application. The purpose of this study is to find out the influence of perceived value and electronic word of mouth (e-WOM) on Gen-Z intention to use Shopee in Manado. This study is approached by a quantitative method. The data collection was carried out through a questionnaire with purposive sampling technique that are distributed to 100 respondents of Gen-Z. The data is analyzed using Multiple Linear Regression. Based on the result, it is found that perceived value partially influence intention to use. Then, electronic word of mouth (e-WOM) also partially influence intention to use. Lastly, perceived value and electronic word of mouth (e-WOM) simultaneously influence intention to use. These findings indicate that when Gen-Z perceived a good value of the service, it can formulate an intention to use the service. Also, online information that are being shared on the internet about a service, plays a crucial role in creating the intention of Gen-Z to use a service.   Keywords: Perceived Value, Electronic Word of Mouth (e-WOM), Intention to Use
PENGARUH INFLUENCER DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PRODUK BARENBLISS DIMEDIASI CITRA MEREK (STUDI PADA MAHASISWA UNIVERSITAS SAM RATULANGI MANADO) Watulingas, Evangelica Putri; Worang, Frederik Gerard; Wangke, Shinta Jeanete Camelia
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 13 No. 04 (2025): JE. Vol. 13 No. 4
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/emba.v13i04.64391

Abstract

 Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh influencer dan electronic word of mouth (e-WOM) terhadap keputusan pembelian produk Barenbliss, dengan citra merek sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 100 mahasiswa Universitas Sam Ratulangi Manado yang pernah menggunakan produk Barenbliss. Data dikumpulkan melalui kuesioner Google Form dan dianalisis menggunakan Structural Equation Modeling-Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa influencer berpengaruh positif dan signifikan terhadap keputusan pembelian, sedangkan e-WOM tidak berpengaruh langsung terhadap keputusan pembelian. Namun, citra merek terbukti memediasi pengaruh influencer maupun e-WOM terhadap keputusan pembelian. Temuan ini menegaskan pentingnya peran influencer dan manajemen citra merek dalam memperkuat keputusan konsumen, meskipun e-WOM tidak selalu menjadi faktor utama.   Kata Kunci: Influencer, Electronic Word of Mouth (e-WOM), Citra Merek, Keputusan Pembelian
Co-Authors Santoso, Cecilia Glory Tielung, Maria Veronika J Wangke, Shinta Jeanete Camelia Watulingas, Evangelica Putri