PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) DAN ONLINE CONSUMER REVIEW (OCR) TERHADAP KEPUTUSAN PEMBELIAN DI E-COMMERCE SHOPEE

Syahvira Dwi Wahyuning Sauala. NIM. 2020050102050., S (2024) PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) DAN ONLINE CONSUMER REVIEW (OCR) TERHADAP KEPUTUSAN PEMBELIAN DI E-COMMERCE SHOPEE. Other thesis, IAIN Kendari.

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Abstract

ABSTRAK
Syahvira Dwi Wahyuning Sauala. NIM. 2020050102050.
“Pengaruh Electronic Word Of Mouth (E-WOM) dan Online
Consumer Review (OCR) Terhadap Keputusab Pembelian di E�Commerce Shopee. Melalui Pembimbing: Dr. Akmal, M.E., Arlita
Aristianingsih Jufra, M.E.
Penelitian ini bertujuan untuk mengetahui pengaruh antara
elecronic word of mouth (e-WOM) dan online consumer review (OCR)
terhadap keputusan pembelian di e-commerce Shopee. Electronic word
of mouth (e-WOM) dan online consumer review (OCR) dapat
digunakan sebagai sumber informasi tambahan untuk meyakinkan para
calon pembeli. Jenis penelitian ini adalah penelitian kuantitatif. Sumber
data dalam penelitian ini adalah data primer. Sampel dalam penelitian
ini berjumlah 227 responden yang diambil dengan teknik purposive
sampling. Teknik pengumpulan data menggunakan kuesioner yang
disebar menggunakan google form. Metode analisis data menggunakan
uji instrumen, uji asumsi klasik, uji hipotesis dan uji koefisien
determinasi (R2) kemudian data diolah menggunakan aplikasi Package
for the Social Sciences (SPSS) versi 25. Dari hasil pengolahan data
menunjukkan bahwa electronic word of mouth (e-WOM) berpengaruh
positif dan signifikan terhadap keputusan pembelian yang ditunjukkan
dengan besarnya nilai t test sebesar 13,771 > 1,970611 artinya bahwa
mahasiswa Fakultas Ekonomi dan Bisnis Islam IAIN Kendari merasa
bahwa dengan adanya electronic word of mouth (e-WOM) dapat
mempengaruhi keputusan pembelian mereka. Selanjutnya online
consumer review (OCR) berpengaruh positif dan signifikan terhadap
keputusan pembelian yang ditunjukkan dengan besarnya nilai t test
sebesar 13,575 > 1,970611 artinya bahwa mahasiswa Fakultas
Ekonomi dan Bisnis Islam IAIN Kendari merasa bahwa dengan adanya
electronic word of mouth (e-WOM) dapat mempengaruhi keputusan
pembelian mereka. Kemudian untuk uji f test semua variabel yang
berada pada rumusan masalah berpengaruh secara simultan terhadap
elecronic word of mouth (e-WOM) dan online consumer review (OCR)
terhadap keputusan pembelian di e-commerce Shopee.
Kata Kunci : Elecronic Word Of Mouth (E-WOM), Online
Consumer Review (OCR), Keputusan Pembelian

ABSTRACK
Syahvira Dwi Wahyuning Sauala. NIM. 2020050102050. “Influence
of Electronic Word Of Mouth (E-WOM) and Online Consumer
Review (OCR) on Purchase Decision E-Commerce Shopee. Through
Supervisor: Dr. Akmal, M.E., Arlita Aristianingsih Jufra, M.E.
This research aims to examine the influence of electronic word
of mouth (e-WOM) and online consumer reviews (OCR) on purchasing
decisions in the Shopee e-commerce platform. Electronic word of
mouth (e-WOM) and online consumer reviews (OCR) serve as
additional sources of information to convince prospective buyers. This
study adopts a quantitative research approach, utilizing primary data
sources. The sample consists of 227 respondents selected through
purposive sampling techniques. Data collection is conducted using a
questionnaire distributed via Google Forms. Data analysis employs
instrument testing, classical assumption testing, hypothesis testing, and
determination coefficient (R2) testing, followed by processing the data
using the Statistical Package for the Social Sciences (SPSS) version 25.
The results of the data processing indicate that electronic word of
mouth (e-WOM) has a positive and significant impact on purchasing
decisions, as evidenced by the t-test value of 13.771 > 1.970611. This
indicates that students of the Faculty of Economics and Islamic
Business at IAIN Kendari feel that electronic word of mouth (e-WOM)
influences their purchasing decisions. Furthermore, online consumer
reviews (OCR) also have a positive and significant impact on
purchasing decisions, with a t-test value of 13.575 > 1.970611,
suggesting that students perceive the influence of online consumer
reviews on their purchasing decisions. Additionally, the F-test indicates
that all variables related to the research question collectively influence
electronic word of mouth (e-WOM) and online consumer reviews
(OCR) on purchasing decisions in Shopee e-commerce platform.
Keywords: Elecronic Word Of Mouth (E-WOM), Online
Consumer Review (OCR), Purchase Decision

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