Pengaruh eWOM, Perceived of Usefulness, dan E-service Quality Terhadap Kepuasan Konsumen yang Dimediasi Keputusan Pembelian pada Pengguna eMarketplace di Indonesia
Main Article Content
Abstract
Penelitian ini mengangkat metode pendekatan kuanitatif dengan menggunakan survei dalam pengumpulan datanya. Sampel yang digunakan dalam penelitian ini adalah pengguna elektronik marketplace aktif di Indonesia yang diambil dengan acak dengam menggunakan teknik purposive sampling yaitu dengan mengambil 388 responden pengguna e-marketplace secara online untuk menguji bagaimana hubungan setiap variabel tersebut dengan hasil yang diperoleh menunjukkan bawa terdapat pengaruh yang signifikan antara eWOM, Perceived of Usefulness, dan E-service Quality terhadap kepuasan konsumen. Lebih lanjut, dalam penelitian ini terbukti bahwa Keputusan pembelian telah terbukti memediasi hubungan antara eWOM, Perceived of Usefulness, dan E-service Quality terhadap kepuasan konsumen. Keputusan pembelian sangan mempengaruhi bagaimana pandangan konsumen dan pengalaman konsumen terhadap eWOM, kemudahan dari penggunan produk serta kualitas layanan dari sebuah ecommerce.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
Chung, K. H., & Shin, J. I. (2010). The antecedents and consequents of relationship quality in internet shopping. Asia Pacific Journal of Marketing and Logistics, 22(4), 473–491. https://doi.org/10.1108/13555851011090510
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly: Management Information Systems, 13(3), 319–339. https://doi.org/10.2307/249008
Firmansyah, M. A. (2018). Perilaku Konsumen.
Goyette, I., Richard, L., Bergeron, J., & Marticotte, F. (2010). Word-of-mouth measurement scale for eservice context. Canadian Journal of Administrative Sciences, 27(1), 5–23. https://doi.org/10.1002/CJAS.129
Guido, G. (2015). The large majority of studies carried out in the field of customer satisfaction can be considered as part of a common structure constituted by the so-called. https://doi.org/10.1002/9781118785317.weom090287
Hair, J. F. J., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer On Partial Least Squares Structural Equation Modeling (PLS-SEM). In Practical Assessment, Research and Evaluation. SAGE Publications.
Henseler, J., Dijkstra, T. K., Sarstedt, M., Ringle, C. M., Diamantopoulos, A., Straub, D. W., Ketchen, D. J., Hair, J. F., Hult, G. T. M., & Calantone, R. J. (2014). Common Beliefs and Reality About PLS: Comments on Rönkkö and Evermann (2013). Organizational Research Methods, 17(2), 182–209. https://doi.org/10.1177/1094428114526928
Huang, H.-H. (2023). Decision satisfaction and the evaluation of post purchase. Journal of Management and Science, 13(3), 5–8. https://doi.org/10.26524/jms.13.28
Irawan, H. (2002). Kepuasan Pelanggan irawan (indikator).pdf.
Ismagilova, E., Dwivedi, Y. k, Slade, E., & Williams, michael d. (2017). Electronic word of Mouth (eWOM) in the Marketing Context: A State of the Art Analysis and Future Directions. Springer International Publishing. https://doi.org/10.1007/978-3-319-524597
Jia, Y., & Liu, I. L. B. (2018). Do consumers always follow “useful” reviews? The interaction effect of review valence and review usefulness on consumers’ purchase decisions. Journal of the Association for Information Science and Technology, 69(11), 1304–1317. https://doi.org/10.1002/asi.24050
Kadi, D. C. A., Purwanto, H., & Ramadani, L. D. (2021). Pengaruh E-Promotion, E-WOM dan lokasi terhadap kepuasan konsumen melalui keputusan pembelian sebagai variabel intervening. Management and Business Review, 5(2), 224–238. https://doi.org/10.21067/mbr.v5i2.5833
Kotler, & Amstong. (2012). Principles of Marketing. 1–23.
Kotler, P., & Amstrong, G. (2008). Prinsip-prinsip Pemasaran (Kotler & Amastrong).pdf (A. Maulana, D. Barnadi, & W. Hardani (eds.); 12th ed.). Erlangga.
Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran (A. Maulana & yayat sri Haryati (eds.)). Erlangga.
Kwong, K., & Wong, K. (2013). Partial Least Squares Structural Equation Modeling (PLS-SEM) Techniques Using SmartPLS. Marketing Bulletin, 24(1), 1–32.
Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). E-S-QUAL a multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213–233. https://doi.org/10.1177/1094670504271156
Prabowo, F. A., Utama, R., & Kartono, R. (2023). E-Service Quality, Online Customer Reviews, and Purchase Intention as the Moderating Role of Purchase Decision. Al Qalam: Jurnal Ilmiah Keagamaan Dan Kemasyarakatan, 17(5), 3205. https://doi.org/10.35931/aq.v17i5.2633
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2017). Partial Least Squares Structural Equation Modeling. Handbook of Market Research, September. https://doi.org/10.1007/978-3-319-05542-8
Schiffman, L., & Kanuk, L. L. (2018). Perilaku Konsumen.
Solomon, M. R. (2015). Consumen Behavior (T. Kimber (ed.)). Pearson Education.
Tjiptono, F., & Chandra, G. (2016). Service Quality dan Statisfaction. ANDY.
Vijayabanu, C., Karthikeyan, S., & Gayathri, R. (2023). Personality Antecedents of EWoM in Determining Online Customer Purchase Behavior. International Journal of Business Analytics, 10(1), 1–13. https://doi.org/10.4018/IJBAN.316867
Wijaya, C., & Kempa, S. (2018). Pengaruh Kepercayaan, Kemudahan, Kualitas Informasi Terhadap Kepuasan Konsumen Melalui Keputusan Pembelian Produk Fashion Di Lazada. AGORA Vol. 6, No. 2 (2018), 6(2), 1–6.
Yusuf, R., Hendawati, H., & Wibowo, L. A. (2020). Pengaruh Konten Pemasaran Shoppe Terhadap Pembelian Pelanggan. Jurnal Manajemen Pendidikan Dan IImu Sosial, 1(2), 506–515. https://doi.org/10.38035/JMPIS