Open AccessPENCARIAN INFORMASI UTILITARIAN MELALUI ELECTRONIC WORTH OF MOUTH SERTA DAMPAKNYA TERHADAP PEMBELIAN ONLINE DI LAZADA
Author(s) -
Dewi Nuraini,
Evianah Evianah
Publication year - 2019
Publication title -
jurnal manajerial
Language(s) - English
Resource type - Journals
eISSN - 2621-5055
pISSN - 2354-8592
DOI - 10.30587/manajerial.v6i01.863
Subject(s) - nonprobability sampling , advertising , sample (material) , population , psychology , business , sociology , demography , chemistry , chromatography
This study was conducted to determine the effect of utilitarian information search on online purchases through E-WOM. This research is a quantitative study, with a population of respondents who are LAZADA consumers in Surabaya and the sample technique uses purposive sampling. The number of respondents taken was 70 people. The hypothesis in this study was analyzed using the smart PLS method with the results of H1: Utilitarian information search has a significant effect on accepted online purchases. H2: Utilitarian information search has a significant effect on Electronic Word of Mouth (E- WOM) received. H3: electronic word of mouth (E-WOM) has an effect on accepted online purchases.