Image of Pengaruh Online Customer Review Produk Fashion Terhadap Minat Beli Berdasarkan Kerangka S-O-R: Pada Marketplace Shopee

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Pengaruh Online Customer Review Produk Fashion Terhadap Minat Beli Berdasarkan Kerangka S-O-R: Pada Marketplace Shopee

The development of increasingly advanced technology makes changes in consumer shopping behavior from offline to online, one of them is marked by the growth of e-commerce which has increased significantly. One of the features found in online shops is Online Customer Review (OCR) which is considered one of the factors that is quite important in influencing customer trust and buying interest. This study aims to determine the relationship between online reviews given by fellow customers with purchase intentions in the context of e-commerce shopee through the S-O-R mechanism where perceptions of information quality and social presence act as a stimulus (S), trust and satisfaction act as organisms (O), and intention to buy acts as a response (R). The survey was conducted on 236 respondents through a google form, and the data were analyzed using Structural Equation Modeling (SEM). The results of this study indicate that the perceived quality of information has a positive effect on purchase intention, trust, and satisfaction. Furthermore, social presence has a positive effect on trust and satisfaction. Finally, trust has a positive effect on satisfaction and satisfaction has a positive effect on purchase intention. The managerial implications and suggestions for further research will be discussed further in this study..Ada Tabel

Ketersediaan

Call NumberLocationAvailable
13643PSB lt.2 - Karya Akhir1
Penerbit Depok Program Studi Manajemen Fakultas Ekonomi dan Bisnis UI.,
Edisi -
Subjek Commerce
E
Purchase intention
Stimulus
Organism
Response
ISBN/ISSN -
Klasifikasi -
Deskripsi Fisik xii, 159 p. ; diagr. ; 30 cm
Info Detail Spesifik -
Other Version/Related Tidak tersedia versi lain
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