PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM), PERSEPSI RISIKO, KEPERCAYAAN PELANGGAN, DAN KEPUTUSAN PEMBELIAN E-COMMERCE TOKOPEDIA

  • I Gusti Ngurah Satria Wijaya Institut Teknologi dan Bisnis Stikom Bali http://orcid.org/0000-0001-6479-4346
  • Ni Wayan Cahya Ayu Pratami Institut Teknologi dan Bisnis Stikom Bali
  • Ni Nyoman Muryatini Institut Teknologi dan Bisnis Stikom Bali
  • Gede Dharmadi Yasa Institut Teknologi dan Bisnis Stikom Bali
##plugins.pubIds.doi.readerDisplayName## https://doi.org/10.24843/EJMUNUD.2022.v11.i01.p10

Abstrak

The purpose of this study was to examine the effect of electronic word of mouth (E-WOM), risk perception on purchasing decisions with trust as a mediating variable from Tokopedia e-commerce. The data used in this study is primary data derived from questionnaires distributed to people who have made purchases in the city of Denpasar. The analytical technique used in this research is structural equation model (SEM) analysis. The results of this study first are that E-WOM has a significant effect on Tokopedia's trust, risk perception has a significant effect on Tokopedia's trust, the E-WOM variable does not significantly affect Tokopedia's purchasing decisions, risk perception does not significantly affect Tokopedia's purchasing decisions, and trust has a significant effect on the Tokopedia trust variable.


Keywords: E-Commerce; W-WOM; Risk Perception; Trust; Buying decision.

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Diterbitkan
2022-01-25
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WIJAYA, I Gusti Ngurah Satria et al. PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM), PERSEPSI RISIKO, KEPERCAYAAN PELANGGAN, DAN KEPUTUSAN PEMBELIAN E-COMMERCE TOKOPEDIA. E-Jurnal Manajemen, [S.l.], v. 11, n. 1, p. 190 - 209, jan. 2022. ISSN 2302-8912. Tersedia pada: <https://ojs.unud.ac.id/index.php/manajemen/article/view/79786>. Tanggal Akses: 06 july 2026 doi: https://doi.org/10.24843/EJMUNUD.2022.v11.i01.p10.
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Terbitan
Vol 11 No 1 (2022)
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Articles
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