Pengaruh Electronic Word Of Mouth (E- WOM) Dan Online Customer Review (OCR) Terhadap Keputusan Pembelian
Studi Kasus Produk Skincare Asderma Aesthetic
DOI:
https://doi.org/10.55606/jempper.v3i1.2718Keywords:
Electronic Word of Mouth, Online Customer Review, Purchase DecisionAbstract
The research aims to analyze the effect of the Electronic Word of Mouth and online customer review on Purchasing Decisions for Asderma Skincare products. This type of research is a quantitative descriptive research. The population in this study were Asderma customers who actively purchased Asderma Skincare products online with a sample of 75 respondents. This research was conducted using a survey method through online media by filling out the google form and analyzed using multiple linear regression analysis. The results of the study show that Electronic Word of Mouth and online customer review have a positive and significant effect on the decision on purchasing Asderma skincare products.
References
Ardianti, A.N. and Widiartono, M.A. (2019). Pengaruh Online Customer Review dan
Fatimah, Nurul (2020). Pengaruh media sosial, electronic word of mouth, dancitra merek terhadap keputusan pembelian melalui minat beli pada toko poeniko batik di pekalongan. Skripsi. Semarang: JurusanManajemen Fakultas Ekonomi Universitas Negeri Semarang
Ilmiyah Khafidatul Dan Krishernawan Indera (2020). Pengaruh Ulasan Produk, Kemudahan, Kepercayaan, Dan Harga Terhadap Keputusan Pembelian Pada Marketplace Shopee Di Mojokerto. Surabaya: Maker Jurnal Manajemen Vol 6 No 1
Ivan Sindunata, Bobby Alexander Wahyudi. Pengaruh E-Wom (Electronic-Word-Of-Mouth) Terhadap Keputusan Pembelian Di Agoda.Com. Surabaya: Publications.petra.ac.id
Kanitra & Kusumawati (2018). Pengaruh Country of Origin dan Online Consumer Review Terhadap Trust dan Keputusan Pembelian (Survei pada mahasiswaS1 Fakultas Ilmu Administrasi Universitas Brawijaya Angkatan 2015/2016 dan 2016/2017 Tahun Akademik 2017/2018 pembeli produk Oppo Sm. Jurnal Administrasi Bisnis, 61(1), 64-73.
Kotler dan Keller , Marketing Management (London : Person Education, 2016), hal.646- 648
Moe, W.W. and Thrusov, M. (2011) The value of social dynamics online product ratings forums., Journal of marketing research, 48(3),pp. 444-456.
Ningsih (2019). Pengaruh Rating dan Online Customer Review terhadap Keputusan Pembelian secara online pada marketplace shopee. Skripsi Jurusan Manajemen Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Makassar.
Online Customer Rating terhadap keputusan pembelian melalui Marketplace Shopee. Jurnal Ilmu Administrasi Bisnis, pp. 1-11.
Risya Ramadhana & Monry Fraick Gillian Ratumbuysang (2022). Pengaruh online customer review terhadap keputusan pembelian pada marketplace. Program studi pendidikan ekonomi fakultas FKIP universitas PGRI Mahadewa Indonesia: Denpasar
Shafa, Pradika Muthiya And Hariyanto, Jusuf (2020) Pengaruh Harga, Ulasan Produk, Dan Metode Pembayaran Terhadap Keputusan Pembelian Dalam Berbelanja Online Melalui Aplikasi Shopee(Studi Kasus Pada Pengguna Aplikasi Shopee Di Bekasi). Skripsi Thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta
Sugiyono (2018) Metode Penelitian Kuantitatif, Kualitatif, dan R&D . Bandung: Alfabeta
Tommi dan Eristia (2014:14). Pengaruh Electronic Word of Mouth (eWOM) terhadap keputusan pembelian kamera DSLR. Jurnal Manajemen. Volume 18,3.
Zhu, F. (2010). Impact of Online Consumer Reviews on Sales: The Moderating Role of Product and Consumer Characteristics. Journal of Marketing, 74, 133-148.
