The determinant factors of products purchase intention in e-commerce

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Published: Nov 28, 2022
DOI: https://doi.org/10.28932/jmm.v22i1.4850
Keywords:
citra merek, e-commerce, e-WOM, minat beli, sikap terhadap merek attitude toward brand, brand image, e-commerce, e-WOM, purchase intention

Main Article Content

Margie Sabina Ranti
Program Studi Magister Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Katolik Indonesia Atma Jaya
Ari Setiyaningrum
Fakultas Ekonomi dan Bisnis Universitas Katolik Indonesia Atma Jaya

Abstract

This study aims to examine the effect of electronic of mouth (e-WOM) on purchase intention which is mediated by attitude towards the brand and brand image. The research model was tested in the Tokopedia e-commerce context. Primary data were collected using a survey method by distributing questionnaires to 100 respondents. Purposive sampling technique was used as the basis for determining sampling in this study. The results of hypothesis testing using SEM-PLS indicated that e-WOM directly and positively affects purchase intention, e-WOM positively affects attitudes towards brands and brand image, as well as attitudes towards brands and brand image positively affects purchase intention. The results of the mediation test prove that attitudes towards the brand and brand image partially mediate the effect of e-WOM on purchase intention.

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How to Cite
Ranti, M. S., & Setiyaningrum, A. (2022). The determinant factors of products purchase intention in e-commerce. Jurnal Manajemen Maranatha, 22(1), 1–16. https://doi.org/10.28932/jmm.v22i1.4850
Issue
Vol. 22 No. 1 (2022): Jurnal Manajemen Maranatha
Section
Articles
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

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