Abstract
Technological developments and pandemic conditions that limit people's movement have triggered an increase in the use of online shopping platforms. Therefore, it is necessary to analyze in more depth the factors that increase online purchase intention. This study aims to analyze the effect of website quality on EWOM and the effect of EWOM and receiver perspective on consumer satisfaction and brand image. An analysis was also conducted on the influence of satisfaction and brand image on online purchase intention. This research is a quantitative study using primary data from distributing questionnaires to 250 online shopping platform consumers. The data in this study were then analyzed using the SEM (Structural Equation Model) method with AMOS 24 software. The results of this study indicate that website quality has a significant effect on EWOM. Furthermore, the receiver perspective and EWOM have a significant effect on consumer satisfaction and brand image. Consumer satisfaction and brand image have a significant effect on online purchase intention.
Highlights
Marketing has always been recognized as one of the main keys to the success of a business
The results of the analysis in this study indicate that the second hypothesis is supported, so it is evident that the better the increase in EWOM in the online platform, the consumer satisfaction will increase
Companies that manage e-commerce platforms should pay attention to these two aspects because with the increase in consumer satisfaction and brand image, purchase intention in online shopping will increase
Summary
Marketing has always been recognized as one of the main keys to the success of a business Because it is recognized and realized by business people, the competition in marketing is certainly getting tougher. In this digital era, distance is no longer a limitation in selling products, so many consumers are turning to online shopping. Online purchase intention is a combination of consumer interest in a brand or product sold online and the likelihood of buying the item. This is closely related to attitudes and preferences towards a particular brand or product. It can be understood that purchase intention is one indicator of the good perception of consumers towards a product or service (Tandon et al 2020)
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