SOSCIED
Vol 7 No 1 (2024): SOSCIED - Juli 2024

ANALYSIS OF THE INFLUENCE OF eWOM ON IMPULSE BUYING DECISIONS WITH TRUST: A STUDY ON ONLINE FASHION SHOP

Mubalus, Matelda (Unknown)

Article Info

Publish Date
19 Jul 2024

Abstract

Many studies have been conducted on electronic word of mouth (eWOM) and have shown varying results, therefore a more comprehensive review needs to be carried out. The aim of this study is to build a model of the relationship between eWOM variables (quality and quantity) on impulse buying which is mediated by trust. The analytical method used was an explanatory method by explaining the causal relationship between eWOM variables (quality and quantity), trust, and impulse buying. The population in this study were people who had shopped online with a sample of 340 people. The analytical tool used Structural Equation Modeling (SEM) with AMOS software tools. We found that eWOM (quality and quantity) influences impulse buying.

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Journal Info
SOSCIED
Website

Abbrev

jsoscied

Publisher

Politeknik Katolik Saint Paul Sorong

Subject

Education Social Sciences

Description

Jurnal SOSCIED merupakan salah satu Jurnal Publikasi Ilmiah hasil penelitian bidang Sosial, Sains dan Pendidikan yang berasal dari hasil pemikiran dan hasil penelitian yang ditulis oleh para pakar, ilmuwan, praktisi, guru, dosen, dan pengkaji dalam disiplin ilmu Sosial, Sains dan Pendidikan. Jurnal ...