Pengaruh Electronic Word Of Mouth (Ewom) Melalui Kolom Ulasan Produk terhadap Intensi Membeli pada Pengguna Shopee

Abstract

Nowdays, technological developments make a switch in the process of buying and selling products. In the past, buying and selling products was done face-to-face, now switching to using the internet network. Some of the factors that consumers make purchases online are that the process is easy and can be done anytime and anywhere. Consumers will look for information about the product first before making an online purchase. The information obtained will affect the consumer's intention to buy the product or not. Intention is caused by the information obtained. This study was conducted to determine the influence of electronic word of mouth (eWOM) through the product review column on the purchase intention of Shopee users. The data collection method used is a likert scale and involves 145 Shopee users in Medan City. The results of this study indicate that there is a positive effect of electronic word of mouth (eWOM) on purchase intention. Positive information received by potential consumers is a predictor that will strengthen purchase intentions. This finding indicates that the information received by potential consumers through the review column plays an important role in the smooth running of the seller in the process of buying and selling products.