Open AccessPengaruh Electronic Word of Mouth dan Security Terhadap Buying Decision Melalui Electronic Trust Sebagai Variabel Media
Author(s) -
Leli Alfiani,
Ambar Lukitaningsih,
Bernadetta Diansepti Maharani
Publication year - 2021
Publication title -
jurnal ilmiah manajemen kesatuan
Language(s) - English
Resource type - Journals
eISSN - 2721-169X
pISSN - 2337-7860
DOI - 10.37641/jimkes.v9i2.434
Subject(s) - purchasing , electronic media , advertising , business , worry , marketing , indonesian , e commerce , purchasing decision , psychology , computer science , anxiety , psychiatry , linguistics , philosophy , world wide web
The rapid development of technology has made business competition in the e-commerce sector even tighter. Consumer purchasing decision making is influenced by several factors such as Trust Online. Tokopedia is an Indonesian company that is engaged in e-commerce. The problems of this research are worry, uncertainty and fear of the risks received when faced withshopping online. For this reason, in this study, the researcher wanted to know what factors influence generation Y. Researchers narrowed down three variables, E-Wom, Security, E-Trust
This study used a quantitative research type and selected 150 people (male & female, 18-28 years old, and using e-commerce Tokopedia) as research subjects. Researchers used the SPSS application to test the results of the study. The results showed that the most influencing factor in influencing purchasing decisions when doingshopping online application-basedwas Electronic Trust, followed by Electronic Word Of Mouth, and the last which had the least effect was Security.
Keywords: E-commerce, E-Wom, Security, E-Trust, Buying Decision