THE EFFECT OF ELECTRONIC WORD OF MOUTH ON CONSUMER BUYING DECISION IN LAZADA
Abstract: These past few
decades, the internet has developed into a vast global market place for the
trading of goods and services. People are doing business online and it has
become more easy and fast due to internet development. Online shopping has
grown in popularity, mainly because people find it convenient and easy to shop
anytime and anywhere. These new technologies also altered our way to
communicate and to interconnect with people. Internet advancement has developed
and transformed Word-of-Mouth into something much more influential and
fast-spreading, Electronic Word of Mouth (E-WOM). This research is conducted in
order to analyze the influence of E-WOM using experience, perceived
credibility, and customer susceptibility to interpersonal influence on consumer
buying decision. The sample of this research is people who have been shopped in
Lazada online shop as many as 60 respondents of purposive sampling. The result
of this research reveals that experience is the only variable that has a
significant influence on consumer buying decision. This research suggests that
the e-business firms should further expose the reviews section to users.
Author: Keles Dikna Maria,
Paulus Kindangen, Farlane S. Rumokoy
Journal Code: jpmanajemengg160083
