Perpustakaan Digital ITB

KAJIAN FAKTOR-FAKTOR YANG MEMPENGARUHI INDIVIDU DALAM PEMBELIAN ONLINE DENGAN MENGGUNAKAN MEDIA SOSIAL DI INDONESIA

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Penulis	:	Nero Caya [29121563]
Kontributor / Dosen Pembimbing	:	.Assoc. Prof. Dr.Salmi Mohd Isa
Jenis Koleksi	:	Tesis
Penerbit	:	Magister Bisnis dan Administrasi - Teknologi
Fakultas	:	Sekolah Bisnis dan Manajemen
Subjek	:	General management
Kata Kunci	:	SOR, Social media, Social commerce, E-WOM, Trust, Perceived value, Purchase intention
Sumber	:
Staf Input/Edit	:	Yose Ali Rahman Yose Ali Rahman
File	:	1 file
Tanggal Input	:	04 Jul 2024

Purpose – This study, which based on the theory of Stimulus-Organism-Response (SOR), aims to examine electronic word of mouth (E-WOM), trust, and perceived value as the factors influencing individual’s intention to purchase online in Indonesia Design/methodology/approach – A filtered question online questionnaire was distributed to the Indonesian and 152 responses were obtained. To test the hypothesis and analyse the data, the partial least squares structural equation modelling (PLS-SEM) was used. Findings – The results show E-WOM has a direct effect on Trust, Perceived value, and Purchase Intention. Trust and perceived value has a direct effect on purchase intention and has a mediating effect between E-WOM and Purchase intention. Practical implications – The finding will help businessmen to develop and improve their platform for customers or potential customers to drop or share the electronic word of mouth for their products, which will increase the chance to attract more sales. Originality/value – This study may be a complementary to the antecedent studies and will provide more data to other researchers for references.

PUBLIC Open In Flip Book Yose Ali Rahman

Purpose – This study, which based on the theory of Stimulus-Organism-Response (SOR), aims to examine electronic word of mouth (E-WOM), trust, and perceived value as the factors influencing individual’s intention to purchase online in Indonesia Design/methodology/approach – A filtered question online questionnaire was distributed to the Indonesian and 152 responses were obtained. To test the hypothesis and analyse the data, the partial least squares structural equation modelling (PLS-SEM) was used. Findings – The results show E-WOM has a direct effect on Trust, Perceived value, and Purchase Intention. Trust and perceived value has a direct effect on purchase intention and has a mediating effect between E-WOM and Purchase intention. Practical implications – The finding will help businessmen to develop and improve their platform for customers or potential customers to drop or share the electronic word of mouth for their products, which will increase the chance to attract more sales. Originality/value – This study may be a complementary to the antecedent studies and will provide more data to other researchers for references.