PENGARUH E-WOM DAN PERSEPSI NILAI TERHADAP KEPUTUSAN KONSUMEN UNTUK BERBELANJA ONLINE DI LAZADA

Donni Juni Priansa

Sari


Abstract: Lazada.co.id is e-commerce portal that offers a wide range of products of daily needs and others. Lazada.co.id offer an easy solution for consumers who want to buy online. Lazada.co.id provide an online shopping experience like shopping at the mall, but that is online. Lazada.co.id providing various facilities in both the transaction and delivery. Marketing strategy implemented by Lazada.co.id is based electronic word of mouth (e-wom) and also build the perception of value as an e-commerce company that has a strong brand and trusted in Indonesia. This study aims to analyze the influence of E-Wom to the  decison consumers shopping; the influence of perceived value to the decison consumers shopping; and the influence of E-Wom and perceived value to the  decison consumers shopping. This research used descriptive and explanatory survey method. Population of this study is students were distributed proportionally to seven courses in the Faculty of Applied Sciences of the University of Telkom. The sampling technique used is simple random sampling (SRS). The main instrument used in this study was a questionnaire. Data were analyzed using multiple linear with SPSS 21.00 and Microsfot Excell 2007. Based on these results, it can be concluded that the e-wom has a positive and significant impact to the decison consumers shopping;  perceived value has a positive and significant impact to the decison consumers shopping; also e-wom and perceived value has a positive and significant impact to the decison consumers shopping. Thus, e-wom and perceived value needs to be optimized .

Keywords: E-WoM, Perceived Value, Decison Consumers Shopping

Abstrak: Lazada.co.id merupakan portal bisnis e-commerce yang menawarkan berbagai macam jenis produk kebutuhan sehari-hari dan berbagai kebutuhan lainnya. Lazada.co.id menawarkan solusi mudah bagi konsumen yang hendak berbelanja secara online. Lazada.co.id memberikan pengalaman berbelanja secara online layaknya berbelanja di mall namun yang bersifat online. Lazada.co.id memberikan berbagai kemudahan baik dalam transaksi maupun pengantaran. Strategi pemasaran yang diimplementasikan oleh  Lazada.co.id adalah berbasis electronic word of mouth atau sering disebut dengan istilah e-wom dan juga membangun persepsi nilai sebagai perusahaan e-commerce yang memiliki merek yang kuat dan dipercaya di Indonesia. Penelitian ini bertujuan untuk menganalisis pengaruh E-Wom terhadap keputusan konsumen untuk berbelanja; pengaruh persepsi nilai terhadap keputusan konsumen untuk berbelanja; dan pengaruh E-Wom dan persepsi nilai terhadap keputusan konsumen untuk berbelanja. Penelitian ini menggunakan jenis penelitian deskriptif dan verifikatif. Unit analisis penelitian adalah mahasiswa yang didistribusikan secara proporsional kepada tujuh program studi yang ada di Fakultas Ilmu Terapan Universitas Telkom. Teknik sampling yang digunakan simple random sampling (SRS). Instrumen utama yang digunakan dalam penelitian ini adalah kuesioner. Teknik analisis data menggunakan linear berganda dengan bantuan software pengolah data SPSS 21.00 dan Microsfot Excell 2010. Berdasarkan hasil penelitian dapat disimpulkan bahwa secara parsial e-wom berpengaruh signifikan terhadap keputusan konsumen berbelanja; secara parsial persepsi nilai berpengaruh signifikan terhadap keputusan konsumen berbelanja; secara simultan e-wom dan persepsi nilai berpengaruh signifikan terhadap keputusan konsumen berbelanja. Dengan demikian, maka e-wom dan persepsi nilai perlu dioptimalkan.

Kata Kunci: E-WoM, Persepsi Nilai, dan Keputusan Konsumen Berbelanja


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DOI: https://doi.org/10.31311/jeco.v4i1.353



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