PENGARUH QUALITY DAN CREDIBILITY ELECTRONIC WORD OF MOUTH (e-WOM) TERHADAP KEPUTUSAN PEMBELIAN PADA MARKETPLACE
Keywords:
e-WOM, quality information, credibility, purchase decision, marketplace
Abstract
The purpose of this study is to analyze the quality of information on e-WOM and also the credibility of e-WOM on online purchasing decisions focused on the Shopee Marketplace. This study uses a quantitative approach with a sample size of 100 respondents and purposive sampling is used in this research. Data analysis was carried out starting from testing the validity and reliability of the questionnaire and continuing with the analysis of the classical assumption test, multiple regression analysis, t-test, and the F-test with SPSS for Windows tools. The results of the data test show that this research questionnaire is valid and reliable. Furthermore, it can be explained that the quality and credibility of e-WOM have a positive and significant influence on purchasing decisions.
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References
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Rizaty, M. A. (2023, February 3). https://dataindonesia.id/. Diambil kembali dari Pengguna Internet di Indonesia Sentuh 212 Juta pada 2023: https://dataindonesia.id/Digital/detail/pengguna-internet-di-indonesia-sentuh-212-juta-pada-2023 diakses 18 Februari 2023
Shuang, Y. (2013). Effects of Information Quality and Source Credibility on EWOM Adoption in Context of Virtual Community. International Conference on Management Science & Engineering, 194-200.
Tseng, S., & Fogg, B. J. (1999). Credibility and Computing Technology. Communications of the ACM, 42(5), 39-44.
Wallace, C. S. (2017). The electronic word-of-mouth effects of review valence, review volume, and product type on consumer purchase behaviour. University of Canterbury. doi:http://dx.doi.org/10.26021/5256
Alcocer, N. H. (2017, July 25). A Literature Review of Word of Mouth and Electronic Word of Mouth: Implications for Consumer Behavior. Frontiers in Psychology, 8, 1-4. doi:https://doi.org/10.3389/fpsyg.2017.01256
Annur, C. M. (2023, January 31). https://databoks.katadata.co.id/. Diambil kembali dari Indonesia Mendominasi Jumlah Penduduk di Asia Tenggara, Berapa Besarnya?: https://databoks.katadata.co.id/datapublish/2023/01/31/indonesia-mendominasi-jumlah-penduduk-di-asia-tenggara-berapa-besarnya#:~:text=Berikut%20jumlah%20penduduk%20negara%20di,Indonesia%3A%20273%2C52%20juta%20jiwa diakses pada 18 Februari 2023
Bataineh, A. Q. (2015, January 26). The Impact of Perceived e-WOM on Purchase Intention: The Mediating Role of Corporate Image. International Journal of Marketing Studies, 7(1). doi:doi:10.5539/ijms.v7n1p126
Bayu, D. (2022, June 13). https://dataindonesia.id/. Diambil kembali dari Remaja Paling Banyak Gunakan Internet di Indonesia pada 2022: https://dataindonesia.id/digital/detail/remaja-paling-banyak-gunakan-internet-di-indonesia-pada-2022
Daugherty, T., & Hoffman, E. (2014). eWOM and the importance of capturing consumer attention within social media. Journal of Marketing Communications, 20(1-2), 82-102. doi:https://doi.org/10.1080/13527266.2013.797764
Fill, C. (2009). Marketing communications : interactivity, communities, and content. Harlow: Pearson Education Limited.
Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS. Semarang: Badan Penerbit Universitas Diponegoro.
Ikhsan. (2023, October 31). 25 Marketplace Online Terbesar di Indonesia [Update 2023]. Diambil kembali dari https://sasanadigital.com/: https://sasanadigital.com/pilih-marketplace-atau-toko-online-sendiri-pahami-dulu-perbedaannya/
Jiang, G., Liu, F., Liu, W., Liu, S., Chen, Y., & Xu, D. (2021). Effects of information quality on information adoption on social media review platforms: moderating role of perceived risk. Data Science and Management, 1(1), 13-22. doi:https://doi.org/10.1016/j.dsm.2021.02.004
Kardes, F. R., Cronley, M. L., & Cline, T. W. (2011). Consumer Behavior. Mason: South-Western Cengage Learning.
Kominfo. (2017). Survei Pengguna TIK 2017 Serta Implikasinya Terhadap Aspek Sosial Budaya Masyarakat. Jakarta: Pusat Penelitian dan Pengembangan Aplikasi Informatika dan Informasi dan Komunikasi Publik.
Muhamad, N. (2024, January 11). Persentase Anak Muda* Indonesia yang Menggunakan Internet Berdasarkan Tujuan (Maret 2023). Dipetik January 24, 2024, dari https://databoks.katadata.co.id/: https://databoks.katadata.co.id/datapublish/2024/01/11/mayoritas-anak-muda-indonesia-gunakan-internet-untuk-media-sosial
Park, D.-H., & Lee, J. (2008, December 31). eWOM overload and its effect on consumer behavioral intention depending on consumer involvement. Electronic Commerce Research and Applications, 386–398. doi:doi:10.1016/j.elerap.2007.11.004
Park, D.-H., Lee, J., & Han, I. (2007). The Effect of On-Line Consumer Reviews on Consumer Purchasing Intention: The Moderating Role of Involvement. International Journal of Electronic Commerce, 11(4), 125-148. doi:https://doi.org/10.2753/JEC1086-4415110405
Pelsmacker, P. D., Geuens, M., & Van Den Bergh, J. (2013). Marketing Communications A European Perspective Fifth Edition (Fifth ed.). Harlow: Pearson Education Limited.
Purcarea, V., Gheorghe, I., & Petrescu, C. (2013, July-September). Credibility Elements of eWOM Messages in the Context of Health Care Services. A Romanian Perspective. Journal of Medicine and Life, 6(13), 254-259. Diambil kembali dari https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3786483/#R19
Rizaty, M. A. (2023, February 3). https://dataindonesia.id/. Diambil kembali dari Pengguna Internet di Indonesia Sentuh 212 Juta pada 2023: https://dataindonesia.id/Digital/detail/pengguna-internet-di-indonesia-sentuh-212-juta-pada-2023 diakses 18 Februari 2023
Shuang, Y. (2013). Effects of Information Quality and Source Credibility on EWOM Adoption in Context of Virtual Community. International Conference on Management Science & Engineering, 194-200.
Tseng, S., & Fogg, B. J. (1999). Credibility and Computing Technology. Communications of the ACM, 42(5), 39-44.
Wallace, C. S. (2017). The electronic word-of-mouth effects of review valence, review volume, and product type on consumer purchase behaviour. University of Canterbury. doi:http://dx.doi.org/10.26021/5256
Published
2025-04-30
How to Cite
Wijayanti, R., Budiarti, L., Pribadi, J., & Dhakirah, S. (2025). PENGARUH QUALITY DAN CREDIBILITY ELECTRONIC WORD OF MOUTH (e-WOM) TERHADAP KEPUTUSAN PEMBELIAN PADA MARKETPLACE. J-MACC : Journal of Management and Accounting, 8(1), 1-12. https://doi.org/https://doi.org/10.52166/j-macc.v8i1.7726
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