Pengaruh Electronic Word of Mouth, Online Customer Review, dan Brand Image terhadap Keputusan Pembelian pada Pengguna Shopee

Tegar Adam Syahputra, Wuryaningsih Dwi Lestari

Abstract


Penelitian ini menginvestigasi dampak Electronic Word of Mouth (E-WOM), ulasan daring konsumen (online customer review), serta citra merek (brand image) terhadap keputusan pembelian pelanggan aplikasi Shopee di wilayah Kota Surakarta. Menggunakan metode kuantitatif yang bersifat deskriptif-verifikatif, riset ini melibatkan 162 responden masyarakat umum Kota Surakarta yang dipilih melalui teknik purposive sampling karena memiliki pengalaman bertransaksi di platform tersebut. Pengumpulan data dilakukan via kuesioner digital, yang kemudian dianalisis menggunakan pendekatan deskriptif serta regresi linier berganda berbasis perangkat lunak SmartPLS. Temuan analisis menunjukkan bahwa secara parsial, variabel E-WOM, ulasan konsumen, dan citra merek berpengaruh secara positif serta signifikan terhadap keputusan pembelian di Shopee. Artinya, semakin optimal mutu informasi, penyebaran ulasan positif, dan kekuatan citra merek, maka dorongan konsumen untuk melakukan pembelian akan semakin kuat. Hasil dari studi ini diharapkan mampu menjadi bahan masukan strategis bagi pihak manajemen platform maupun para seller dalam mengoptimalkan layanan, mengelola ulasan, dan memperkuat citra merek guna mendongkrak konversi pembelian.


Keywords


Electronic Word of Mouth, Online Customer Review, Brand Image, Keputusan Pembelian, Shopee.

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DOI: https://doi.org/10.17509/ijdb.v6i1.107039

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