PENGARUH REPUTASI, KUALITAS WEBSITE DAN E-WOM TERHADAP MINAT BELI PADA SITUS JUAL BELI ONLINE SHOPEE DI KABUPATEN GRESIK

Abstract

This study aims to examine the effect of reputation, website quality, and electronic word of mouth (E-WOM) on consumer purchase intention on the online shopping site Shopee in Gresik Regency. The background of this study is the rapid development of online shopping in Indonesia and the need to understand the factors that influence consumer behavior in the context of e-commerce. The research method used is a quantitative approach with data collection through questionnaires distributed to 100 Shopee users in Gresik Regency. Data were analyzed using multiple linear regression to test the effect of independent variables (reputation, website quality, and E-WOM) on the dependent variable (purchase intention). The results of the analysis show that reputation, website quality, and E-WOM simultaneously have a significant effect on purchase intention with a calculated F value of 35.147 and a significance of 0.000. Partially, the reputation variable has a significant effect on purchase intention with a t-value of 7,302 (p < 0.05), website quality with a t-value of 4,302 (p < 0.05), and E-WOM with a t-value of 7,302 (p < 0.05). E-WOM was found to have the most dominant influence in influencing consumer purchase intention.