Influence of Word of Mouth Communication Towards Indonesian Online Shopper Purchase Intention
Abstract: Word-of-mouth (WOM)
gives the consumer perceptions to engage in retail online shopping can include both
utilitarian and hedonic shopping dimensions. To cater to these consumers,
online retailers can create a cognitively
and esthetically rich
shopping environment, through
sophisticated levels of communication, as the personal influence,
online community, and also by sharing they experience Since the effect of word of mouth
communications on marketing and has proven to stimulate online consumer's
perceptions, 374 person of House of Taaj Facebookers in all over Indonesia, in
which 280 female (75%) and 94 male (25%) has expressed their perceptions toward
online purchase intention, and word
of mouth. This research
presumes that word
of mouth from
another online consumers,
share information and features can influence online shopping intention
and entice them to modify or even transform
their original shopping
predispositions by providing
them with attractive
and enhanced interactive features
and controls of buying. To achieve the research objectives and the test
hypotheses, factor analysis, and linear regression are used to analyze the
significant level of each variable indicator of this study. The result of the
test may conclude that the Facebookers perceived more intention to search
information by online, caused of the effectiveness of time using online
community to search information and review
the other experience.
A more positive
online shopping experience
led to consumers' positive
perceptions for online
purchase intention. Thus,
this study may
conclude that indicator variable
of perception that really influence the Facebookers online purchase intentions
are their perception towards the effectiveness of time that they can be used to
evaluate, and find information by online, and the best indicator is their
online community that can deliver and influence Facebookers online purchase
intention.
Author: Mustika Sufiati
Purwanegara, Eka Yuliana
Journal Code: jpmanajemengg100011
