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Abstract

This study presents a theoretical link between internet advertising and the practice of electronic word-of- mouth (eWOM) to customer’s perception and purchase intention in e-Commerce B2C. A quantitive study was carried out and data were obtained through a systematic questionnaire that distributed to 252 respondents in Indonesia. The SEM (Structural Equation Model) with AMOS program was used to solve the hypotheses developed in this study. The results obtained from this study indicate that internet advertising and EWOM (eWOM) have a positive effect on customer’s perceived value and perceived risk of shopping in e-commerce B2C sites. A significant relationship also emerges between internet advertising and eWOM.

Keywords: Internet advertising, Electronic word-of-mouth, Perceived Value, Perceived Risk, Purchase Intention

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Hidayat, A. T. R., & Astuti, B. (2020). The Influence of Internet Advertising and e-WOM on Perception and Purchase Intention of B2C E-Commerce Costumers in Indonesia. Proceeding UII-ICABE, 1(1), 207–218. Retrieved from https://journal.uii.ac.id/icabe/article/view/14715
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