PENGARUH EWOM DAN KESADARAN MEREK DALAM MEMBENTUK NIAT MEMBELI PRODUK ELEKTRONIK DI E-COMMERCE

  • Dimas Agus Hairani Universitas Airlangga, Surabaya
  • Tanti Handriana Universitas Airlangga, Surabaya

Abstract

Perkembangan teknologi mendorong UMKM untuk memasarkan produknya secara online melalui e-commerce.  Adanya penambahan jumlah penjual di e-commerce mendorong terjadinya persaingan antar merek. Walaupun terdapat penelitian-penelitian yang mengungkapkan bahwa menciptakan eWOM dan membangun kesadaran merek merupakan kunci penting untuk bersaing di e-commerce, beberapa penelitian terbaru menunjukkan terdapatnya kesenjangan hasil penelitian. Oleh karena itu, penelitian ini dilakukan dalam rangka menganalisis pengaruh eWOM dan kesadaran merek terhadap niat membeli di e-commerce, khususnya pada produk elektronik. Sejumlah 100 sampel dikumpulkan untuk diuji menggunakan teknik Strucutral Equation Modeling-Partial Least Square (SEM-PLS). Penelitian memberikan hasil bahwa eWOM dan kesadaran merek memiliki pengaruh yang positif terhadap niat membeli produk elektronik di e-commerce. Penelitian ini juga membuktikan bahwa eWOM memiliki peran yang vital dalam membentuk kesadaran merek.

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Published
2022-07-15
How to Cite
Hairani, D., & Handriana, T. (2022). PENGARUH EWOM DAN KESADARAN MEREK DALAM MEMBENTUK NIAT MEMBELI PRODUK ELEKTRONIK DI E-COMMERCE. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 6(2), 1202-1217. https://doi.org/10.31955/mea.v6i2.2136