The Influence of Website Quality and Electronic Word of Mouth (e-WOM) on Purchase Intention

Wina Apriyanti; Tasy  Aspiranti; Umari  Abdurrahim Abi Anwar

doi:10.29313/bcsbm.v4i2.13274

Wina Apriyanti Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Islam Bandung
Tasy Aspiranti Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Islam Bandung
Umari Abdurrahim Abi Anwar Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Islam Bandung

DOI: https://doi.org/10.29313/bcsbm.v4i2.13274

Keywords: Marketing Management, Website Quality, Purchase Intention

Abstract

Abstract.As one of the best online shopping platforms in Indonesia, Shopee can maintain its position in intense competition, through the phenomenon of online information dissemination and the important role of websites for online shopping platforms. This study was conducted to analyze the effect of website quality and electronic word of mouth (e-WOM) on the purchase intention of Shopee consumers in the City of Bandung, West Java. The research method used is a quantitative approach. The data collection technique was carried out through a questionnaire distributed to Shopee consumers. The research sample consisted of 100 respondents who were active Shopee consumers in the City of Bandung. The collected data were analyzed using multiple linear regression analysis techniques to determine the effect of the independent variable on the dependent variable. The results showed that website quality and e-WOM had a positive and significant influence on purchase intention with a contribution of 68.5%. Partially, website quality has an effect of 53,1%, while e-WOM has an effect of 56,3% on purchase intention. These findings emphasize the importance of continuous improvement in website quality and e-WOM strategies to increase consumer purchase intention.

Abstrak. Sebagai salah satu platform belanja online terbaik di Indonesia Shopee mampu mempertahankan posisinya di tengah persaingan yang ketat, melalui fenomena penyebaran informasi secara online dan peran penting website bagi platform belanja online. Penelitian ini dilakukan untuk menganalisis pengaruh kualitas website dan electronic word of mouth (e-WOM) terhadap purchase intention konsumen Shopee di Kota Bandung, jawa barat. Metode penelitian yang digunakan adalah pendekatan kuantitatif. Teknik pengumpulan data dilakukan melalui kuesioner yang dibagikan kepada konsumen Shopee. Sampel penelitian terdiri dari 100 responden yang merupakan konsumen aktif Shopee di Kota Bandung. Data yang terkumpul dianalisis menggunakan teknik analisis regresi linier berganda untuk mengetahui pengaruh variabel independen terhadap variabel dependen. Hasil penelitian menunjukkan bahwa kualitas website dan e-WOM memiliki pengaruh positif dan signifikan terhadap purchase intention dengan kontribusi sebesar 68,5%. Secara parsial, kualitas website memberikan pengaruh sebesar 53,1%, sementara e-WOM memberikan pengaruh sebesar 56,3% terhadap purchase intention. Temuan ini menekankan pentingnya perbaikan berkelanjutan dalam kualitas website dan strategi e-WOM untuk meningkatkan minat beli konsumen. Dengan meningkatkan kualitas interaksi layanan di website dan memanfaatkan e-WOM secara efektif, Shopee dapat memperkuat posisi mereka dalam persaingan pasar e-commerce yang ketat ini

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