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Abstract
Penelitian ini merupakan penelitian kuantitatif. Penelitian ini menguji pengaruh perceived value, sikap konsumen, dan kepuasan konsumen terhadap e-wom engagement. Objek penelitian ini adalah konsumen Shopee online. Populasi dalam penelitian ini adalah seluruh konsumen khususnya mahasiswa yang pernah membeli produk/barang melalui Shopee di kota manapun. Teknik pengambilan sampel yang digunakan adalah convenience sampling dengan jumlah sampel sebanyak 205 orang. Teknik pengumpulan data menggunakan kuesioner yang telah diuji validitas dan reliabilitasnya. Teknik analisis data yang digunakan adalah amos. Hasil penelitian ini menunjukkan terdapat beberapa pengaruh positif nilai yang antar variabel, terkecuali pada sikap konsumen terhadap e-wom engagement saat konsumen berbelanja melalui Shopee memiliki pengaruh negatif. Sehingga peneliti selanjutnya diharapkan dapat lebih mengembangkan pengaruh kepuasan terhadap e-wom engagement dan mengembangkan hipotesis yang tidak didukung pada objek atau konsep yang berbeda.
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Copyright (c) 2022 Shahna Alisya Candra Dewi, Anas Hidayat
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References
- Aurelia, G., Setyabudi, D. and Manalu, S.R. (2021) ‘Pengaruh Terpaan Promosi Penjualan dan Terpaan E-Word of Mouth #ShopeeHaul di TikTok terhadap Perilaku Impulse Buying’, Interaksi Online, 9(4), pp. 174–188. Available at: https://ejournal3.undip.ac.id/index.php/interaksi-online/article/view/32115.
- Bagram, M.M.M. and Khan, S. (2012) ‘Attaining Customer Loyalty! The Role of Consumer Attitude and Consumer Behavior’, International Review of Management and Business Research, 1(1), pp. 1–8. Available at: https://asset-pdf.scinapse.io/prod/2108811116/2108811116.pdf.
- Chowdhury, H.K. et al. (2006) ‘Consumer attitude toward mobile advertising in an emerging market: An empirical study.’, International journal of mobile marketing, 12(2). pp. 206-216.
- Davis-Sramek, B. et al. (2009) ‘Creating commitment and loyalty behavior among retailers: What are the roles of service quality and satisfaction?’, Journal of the Academy of Marketing Science, 37(4), pp. 440–454. Available at: https://doi.org/10.1007/s11747-009-0148-y.
- Ha, J. and Jang, S. (Shawn) (2010) ‘Perceived values, satisfaction, and behavioral intentions: The role of familiarity in Korean restaurants’, International Journal of Hospitality Management, 29(1), pp. 2–13. Available at: https://doi.org/10.1016/j.ijhm.2009.03.009.
- Hair, J.F.J.. B.W.C.. B.B.J.. & A.R.E. (2010) Multivariate Data Analysis, 7th Edition, Person Prentice Hall, Essex, UK.
- Hendarta, A.B.N. (2017) ‘Pengaruh Persepsi Positif dan Kepuasan Konsumen di Kafe-Kafe Yogyakarta terhadap Electronic Word Of Mouth Dan Niat Berkunjung Kembali’, pp. 1–30. Available at: http://repository.stieykpn.ac.id/id/eprint/279.
- Khoi, N.H. et al. (2017) 'The role of perceived values in explaining Vietnamese consumers’ attitude and intention to adopt mobile commerce', Asia Pacific Journal of Marketing and Logistics, 30(4), pp. 1112-1134. Available at: https://doi.org/10.1108/APJML-11-2017-0301
- Kim, H.L. and Hyun, S.S. (2019) ‘The relationships among perceived value, intention to use hashtags, eWOM, and brand loyalty of air travelers’, Sustainability (Switzerland), 11(22), pp. 6523-6534. Available at: https://doi.org/10.3390/su11226523.
- Kim, S., Kandampully, J. and Bilgihan, A. (2018) ‘The influence of eWOM communications: An application of online social network framework’, Computers in Human Behavior, 80, pp. 243–254. Available at: https://doi.org/10.1016/j.chb.2017.11.015.
- Koesno, D.A.S. (2020) Jumlah Pelanggan E-Commerce Tercatat Meningkat 38,3% Selama Pandemi, tirto.id. Available at: https://tirto.id/jumlah-pelanggan-e-commerce-tercatat-meningkat-383-selama-pandemi-f1eP (Accessed: 11 November 2021).
- Komala, C.C., Norisanti, N. and Ramdan, A.M. (2019) ‘Analisis Kualitas Makanan dan Perceived Value terhadap Kepuasan Konsumen pada Industri Rumah Makan’, Jurnal Riset Inspirasi Manajemen dan Kewirausahaan, 3(2). Available at: https://doi.org/10.35130/jrimk.v3i2.
- Pang, H. (2021) ‘Identifying associations between mobile social media users’ perceived values, attitude, satisfaction, and eWOM engagement: The moderating role of affective factors’, Telematics and Informatics, 59, pp. 1–10. Available at: https://doi.org/10.1016/j.tele.2020.101561.
- Shwu-ing, W. (2003) ‘The relationship between consumer characteristics and attitude toward online shopping’, Marketing Intelligence & Planning, 21(1), pp. 37–44. Available at: https://doi.org/10.1108/02634500310458135.
- Susilowati, C. and Sugandini, D. (2018) ‘Perceived Value, eWord-of-Mouth, Traditional Word-of-Mouth, and Perceived Quality to Destination Image of Vacation Tourists’, Review of Integrative Business and Economics Research, 7(Supplementary 1), pp. 1–10. Available at: http://buscompress.com/uploads/3/4/9/8/34980536/riber_7-s1_sp_s17-175_312-321.pdf.
- Tegar, A., Hidayat, R. and Astuti, B. (2019) 'The Influence of Internet Advertising and e-WOM on Perception and Purchase Intention of B2C E-Commerce Costumers in Indonesia', Proceeding of The 3rd International Conference on Accounting, Business & Economics(UII-ICABE 2019), pp. 207-218.
- Yang, J.-J. and Ahn, S.-C. (2020) ‘The Effects of Attitude, Subjective Norm, and Behavioral Intention on Perceived Values in Traditional Marketplaces’, Journal of Distribution Science, 18(10), pp. 25–38. Available at: https://doi.org/10.15722/jds.18.10.202010.25.
- Yhung-Shen, Y. (2013) ‘Exploring perceived value in social networking sites: The mediation of customer satisfaction.’, International Journal of Computer and Information Technology, 2(3), pp. 386-391.
- Zhang, C.B. et al. (2017) ‘How WeChat can retain users: Roles of network externalities, social interaction ties, and perceived values in building continuance intention’, Computers in Human Behavior, 69, pp. 284–293. Available at: https://doi.org/10.1016/j.chb.2016.11.069.
- Zinoubi, Z.G. (2021) ‘Effects of organic food perceived values on consumers’ attitude and behavior in developing country: Moderating role of price sensitivity’, Pakistan Journal of Agricultural Sciences, 58(3), pp. 779–788. Available at: https://doi.org/10.21162/PAKJAS/21.218.
References
Aurelia, G., Setyabudi, D. and Manalu, S.R. (2021) ‘Pengaruh Terpaan Promosi Penjualan dan Terpaan E-Word of Mouth #ShopeeHaul di TikTok terhadap Perilaku Impulse Buying’, Interaksi Online, 9(4), pp. 174–188. Available at: https://ejournal3.undip.ac.id/index.php/interaksi-online/article/view/32115.
Bagram, M.M.M. and Khan, S. (2012) ‘Attaining Customer Loyalty! The Role of Consumer Attitude and Consumer Behavior’, International Review of Management and Business Research, 1(1), pp. 1–8. Available at: https://asset-pdf.scinapse.io/prod/2108811116/2108811116.pdf.
Chowdhury, H.K. et al. (2006) ‘Consumer attitude toward mobile advertising in an emerging market: An empirical study.’, International journal of mobile marketing, 12(2). pp. 206-216.
Davis-Sramek, B. et al. (2009) ‘Creating commitment and loyalty behavior among retailers: What are the roles of service quality and satisfaction?’, Journal of the Academy of Marketing Science, 37(4), pp. 440–454. Available at: https://doi.org/10.1007/s11747-009-0148-y.
Ha, J. and Jang, S. (Shawn) (2010) ‘Perceived values, satisfaction, and behavioral intentions: The role of familiarity in Korean restaurants’, International Journal of Hospitality Management, 29(1), pp. 2–13. Available at: https://doi.org/10.1016/j.ijhm.2009.03.009.
Hair, J.F.J.. B.W.C.. B.B.J.. & A.R.E. (2010) Multivariate Data Analysis, 7th Edition, Person Prentice Hall, Essex, UK.
Hendarta, A.B.N. (2017) ‘Pengaruh Persepsi Positif dan Kepuasan Konsumen di Kafe-Kafe Yogyakarta terhadap Electronic Word Of Mouth Dan Niat Berkunjung Kembali’, pp. 1–30. Available at: http://repository.stieykpn.ac.id/id/eprint/279.
Khoi, N.H. et al. (2017) 'The role of perceived values in explaining Vietnamese consumers’ attitude and intention to adopt mobile commerce', Asia Pacific Journal of Marketing and Logistics, 30(4), pp. 1112-1134. Available at: https://doi.org/10.1108/APJML-11-2017-0301
Kim, H.L. and Hyun, S.S. (2019) ‘The relationships among perceived value, intention to use hashtags, eWOM, and brand loyalty of air travelers’, Sustainability (Switzerland), 11(22), pp. 6523-6534. Available at: https://doi.org/10.3390/su11226523.
Kim, S., Kandampully, J. and Bilgihan, A. (2018) ‘The influence of eWOM communications: An application of online social network framework’, Computers in Human Behavior, 80, pp. 243–254. Available at: https://doi.org/10.1016/j.chb.2017.11.015.
Koesno, D.A.S. (2020) Jumlah Pelanggan E-Commerce Tercatat Meningkat 38,3% Selama Pandemi, tirto.id. Available at: https://tirto.id/jumlah-pelanggan-e-commerce-tercatat-meningkat-383-selama-pandemi-f1eP (Accessed: 11 November 2021).
Komala, C.C., Norisanti, N. and Ramdan, A.M. (2019) ‘Analisis Kualitas Makanan dan Perceived Value terhadap Kepuasan Konsumen pada Industri Rumah Makan’, Jurnal Riset Inspirasi Manajemen dan Kewirausahaan, 3(2). Available at: https://doi.org/10.35130/jrimk.v3i2.
Pang, H. (2021) ‘Identifying associations between mobile social media users’ perceived values, attitude, satisfaction, and eWOM engagement: The moderating role of affective factors’, Telematics and Informatics, 59, pp. 1–10. Available at: https://doi.org/10.1016/j.tele.2020.101561.
Shwu-ing, W. (2003) ‘The relationship between consumer characteristics and attitude toward online shopping’, Marketing Intelligence & Planning, 21(1), pp. 37–44. Available at: https://doi.org/10.1108/02634500310458135.
Susilowati, C. and Sugandini, D. (2018) ‘Perceived Value, eWord-of-Mouth, Traditional Word-of-Mouth, and Perceived Quality to Destination Image of Vacation Tourists’, Review of Integrative Business and Economics Research, 7(Supplementary 1), pp. 1–10. Available at: http://buscompress.com/uploads/3/4/9/8/34980536/riber_7-s1_sp_s17-175_312-321.pdf.
Tegar, A., Hidayat, R. and Astuti, B. (2019) 'The Influence of Internet Advertising and e-WOM on Perception and Purchase Intention of B2C E-Commerce Costumers in Indonesia', Proceeding of The 3rd International Conference on Accounting, Business & Economics(UII-ICABE 2019), pp. 207-218.
Yang, J.-J. and Ahn, S.-C. (2020) ‘The Effects of Attitude, Subjective Norm, and Behavioral Intention on Perceived Values in Traditional Marketplaces’, Journal of Distribution Science, 18(10), pp. 25–38. Available at: https://doi.org/10.15722/jds.18.10.202010.25.
Yhung-Shen, Y. (2013) ‘Exploring perceived value in social networking sites: The mediation of customer satisfaction.’, International Journal of Computer and Information Technology, 2(3), pp. 386-391.
Zhang, C.B. et al. (2017) ‘How WeChat can retain users: Roles of network externalities, social interaction ties, and perceived values in building continuance intention’, Computers in Human Behavior, 69, pp. 284–293. Available at: https://doi.org/10.1016/j.chb.2016.11.069.
Zinoubi, Z.G. (2021) ‘Effects of organic food perceived values on consumers’ attitude and behavior in developing country: Moderating role of price sensitivity’, Pakistan Journal of Agricultural Sciences, 58(3), pp. 779–788. Available at: https://doi.org/10.21162/PAKJAS/21.218.