Pengaruh EWOM, Trust, dan Perceived Hedonic Value terhadap Minat Beli Konsumen pada Produk E-Commerce

Abstract

Tujuan dari penelitian ini adalah untuk menguji pengaruh eWOM, Trust dan Perceived Hedonic Value terhadap Purchase Intention. Populasi dari penelitian ini adalah 160 sampel. Metode convenience sampling digunakan dengan menyebarkan kuesioner secara online yang kemudian diolah menggunakan SmartPLS-SEM. Hasil dari penelitian ini adalah eWOM berpengaruh positif terhadap Purchase Intention, Trust berpengaruh positif terhadap Purchase Intention,dan Perceived Hedonic Value berpengaruh positif terhadap Purchase Intention. The purpose of this research is to examine the effect of eWOM, Trust and Perceived Hedonic Value on Purchase Intention. The population of this research is 160 sample. The convenience sampling method is used by distributing online questionnaires which are then processed using SmartPLS-SEM. The results of this study are eWOM has a positive effect on Purchase Intention, Trust has a positive effect on Purchase Intention, and Perceived Hedonic Value has a positive effect on Purchase Intention.

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