The Influence of Electronic Word of Mouth on Consumer Trustworthiness and Purchase Intention (Survey on Followers Instagram of @Zaloraid)

Avriyanti, Dewa Ayu Mitha (2018) The Influence of Electronic Word of Mouth on Consumer Trustworthiness and Purchase Intention (Survey on Followers Instagram of @Zaloraid). Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk (1) menjelaskan pengaruh Electronic Word of Mouth terhadap Consumer Trustworthiness, (2) menjelaskan pengaruh Consumer Trustworthiness terhadap Purchase Intention, (3) menjelaskan pengaruh Electronic Word of Mouth terhadap Purchase Intention. Jenis penelitian ini adalah eksplanatori (explanatory research) dengan pendekatan kuantitatif. Variabel pada penelitian ini terdiri dari Electronic Word of Mouth, Consumer Trustworthiness, Purchase Intention. Kriteria populasi dalam penelitian ini adalah konsumen dengan usia 18-35 tahun, respondent yang sudah membaca review dari konsumen lain di Internet dan mengunjungi Website Zalora, dan telah melakukan pembelianproduk di Zalora, . Teknik pengambilan sampel yang digunakan adalah purposive sampling dan metode pengumpulan data melalui kuesioner secara online kepada 116 responden yang sesuai dengan kriteria populasi. Analisis data yang digunakan adalah analisis deskriptif dan analisis jalur (path analysis). Hasil penelitian menunjukkan bahwa Electronic Word of Mouth berpengaruh secara signifikan terhadap Consumer Trustworthiness, Electronic Word of Mouth memiliki pengaruh yang signifikan terhadap Purchase Intetion, Consumer Trustworthiness berpengaruh signifikan terhadap Purchase Intetion. Berdasarkan hasil penelitian, sebaiknya Zalora meningkatkan kembali informasi pada seluruh Social Media Zalora secara merata dan meningkatkan kualitas pelayanan, agar kegiatan Elektronic Word of Mouth (eWoM) seperti review dari konsumen semakin meningkat karena hal itu berpengaruh dalam meningkatkan jumlah konsumen baru Zalora. Karena semakin banyak informasi yang tersebar, maka semakin meningkat kepercayaan konsumen dan berpengaruh besar dalam minat beli dari konsumen Zalora.

English Abstract

This research aimed to (1) explaining the influence of Electronic Word of Mouth on Consumer Satisfaction (2) explaining the influence of Electronic Word of Mouth on Purchase Intention (3) explaining the influence of Consumer Satisfaction on Purchase Intention. The type of this research is explanatory research with quantitative approach. The variables of the research are Electronic Word of Mouth, Consumer Trustworthiness, and Purchase Intention. The criteria of population in this research are (1) Respondent are aged 18-35 years old, (2) Respondent who ever read the review from other’s consumer and visit Zalora’s Website, and (3) Respondent who ever purchase product in Zalora. The sampling technique for this research was using purposive sampling and the data collection method by distributing online questionnaire to 116 respondents according to population criteria. Data analysis used descriptive analysis and path analysis. The results showed that Electronic Word of Mouth significant influence on Consumer Trustworthiness, Electronic Word of Mouth has significant influence on Purchase Intention, and Consumer Trustworthiness has significant influence on Purchase Intention. Based on the results of this research, Zalora should improve the information throughout Zalora’s Social Media evenly and improve the quality of service, so the activities of Electronic Word of Mouth (eWoM) such as consumer reviews are increasing and it affect to increas the new member of Zalora’s consumer. Because, the more information spreads, it can more increasing Consumer Trustworthiness and have a big influence in increasing Purchase Intention on Zalora consumers.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FIA/2018/568/051808157
Uncontrolled Keywords: Electronic Word of Mouth, Consumer Trustworthiness, Purchase Intention, Online Shopping.
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga
Depositing User: soegeng sugeng
Date Deposited: 22 May 2019 01:56
Last Modified: 25 Oct 2021 08:10
URI: http://repository.ub.ac.id/id/eprint/162416
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