Pengaruh Electronic Word of Mouth dan Kepercayaan Konsumen terhadap Keputusan Pembelian Online di E-Commerce Shopee pada Masa Pandemi Covid-19

Abstract

This study aims to determine the effect of Electronic Word Of Mouth and Consumer Trust on Online at e-commerce during the Covid-19 Pandemic. Purchasing decision is a process by which consumers recognize the problem, seek information about a particular product or brand and evaluate how well each alternative can solve the problem, which then leads to a purchase decision. Purchase decisions can also be influenced by Electronic Word Of Mouth and Consumer Trust. In this study using descriptive and verification methods with a quantitative approach, with the help of Microsoft Excel and SPSS 16 software. The data analysis method used in this research is Path Analysis, coefficient of determination test, t test, and F test. Sampling uses nonprobability sampling with purposive sampling technique, namely the number of samples is 384 respondents from a population of 8.7 million. The results of this study can be concluded that the Electronic Word Of Mouth with Consumer Confidence has a positive and quite strong correlation of 0.514, Electronic Word Of Mouth and Consumer Confidence partially have a positive effect on Purchase Decisions with each variable of 32.3% and 49, 1%. While the variables simultaneously Electronic Word Of Mouth and Consumer Confidence have a positive effect on Purchase Decisions together giving an effect of 0.509 or 50.9% and the remaining 0.491 or 49.1% influenced by other variables that are not examined. 

Keywords: Electronic Word Of Mouth; Consumer Confidence; Purchase Decision E-commerce Shopee