Peran Adopsi E-WOM sebagai Mediasi Perceived Usefulness dan Perceived Credibility terhadap Purchase Intention Komunitas Virtual

Bayu Virgya Satwika; Raisa Fitri

doi:10.17977/um042v28i1p52-64

Peran Adopsi E-WOM sebagai Mediasi Perceived Usefulness dan Perceived Credibility terhadap Purchase Intention Komunitas Virtual

Bayu Virgya Satwika, Raisa Fitri

Abstract

Komunitas virtual telah mengambil peran penting dalam penyampaian informasi elektronik dari mulut ke mulut di kalangan penggemar mode. Namun, mekanisme transfer eWOM di antara anggota komunitas virtual yang memengaruhi niat pembelian produk belum sepenuhnya dipahami. Penelitian ini bertujuan untuk menguji pengaruh variabel Perceived Usefulness, Perceived Credibility, dan E-WOM Adoption terhadap Purchase Intention anggota komunitas virtual. Populasi dalam penelitian ini adalah anggota komunitas Denim Enthusiasts, dengan 160 sampel yang dipilih secara purposive sampling dengan pengumpulan data menggunakan kuesioner. Data yang terkumpul dianalisis menggunakan Structural Equation Modeling Partial Least Square (SEM-PLS) dengan perangkat lunak SmartPLS. Hasil analisis menunjukkan bahwa Perceived Usefulness dan Perceived Credibility memengaruhi E-WOM Adoption secara signifikan. Perceived Credibility dan E-WOM Adoption memengaruhi Purchase Intention secara signifikan, sedangkan Perceived Usefulness tidak signifikan. Penerapan E-WOM dapat memediasi pengaruh Kegunaan yang Dirasakan dan Kredibilitas yang Dirasakan terhadap Niat Pembelian.

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DOI: http://dx.doi.org/10.17977/um042v28i1p52-64