从网上顾客评论、网上广告和网站质量的角度分析网上购买意愿

Jurnal Perspektif Manajerial dan Kewirausahaan (JPMK) Pub Date : 2022-05-31 DOI:10.59832/jpmk.v2i2.180

M. Abdullah, Yanthy Herawaty Purnama Pangaribuan, Fathihani Fathihani, W. Febrian

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引用次数: 0

摘要

本研究的目的是了解影响电子商务网站购买意愿的变量关系的影响，目前这种关系正在增加。这项研究是在一个电子商务网站进行的，即Elevenia。所使用的数据是通过向雅加达DKI的120名受访者分发的调查问卷获得的原始数据，这些受访者已经知道Elevenia网站。使用结构正方程模型(SEM)偏最小二乘(smartPLS 3.0)应用程序分析数据，以检查模型中在线消费者评论，在线广告和网站质量变量对购买意愿的所有关系。本研究结果显示，线上消费者评论与网站品质对购买意愿有显著的正向关系。然而，网络广告与购买意愿之间存在显著的正相关关系。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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ANALYSIS OF ONLINE PURCHASE INTENTION FROM THE PERSPECTIVE OF ONLINE CUSTOMER REVIEWS, ONLINE ADVERTISING, AND WEBSITE QUALITY

This study was conducted with the aim of knowing the effect of the variable relationship that affects purchase intention on e-commerce sites which is currently increasing. This research was conducted on one of the e-commerce sites, namely Elevenia. The data used is primary data using a questionnaire distributed to 120 respondents in DKI Jakarta and already know the Elevenia site. The data were analyzed using the Structural Positive and Equation Model (SEM) Partial Least Square (smartPLS 3.0) application to examine all the relationships between online consumer reviews, online advertising, and website quality variables on purchase intention in the model. The results of this study indicate that online consumer reviews and website quality have a positive and significant relationship with purchase intention. However, online advertising has a positive and insignificant relationship with purchase intention.

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Jurnal Perspektif Manajerial dan Kewirausahaan (JPMK)

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