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PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) DAN PERSEPSI RISIKO TERHADAP KEPUTUSAN PEMBELIAN ONLINE (Studi Kasus Konsumen Indonesia dan Malaysia)
This study aims to determine the effect of electronic word of mouth (E-WOM) and risk perception on online purchasing decisions on Indonesian and Malaysian consumers partially and simultaneously. The data used in this study are primary data by distributing questionnaires. The method used in sampling is non-probability sampling method with purposive sampling technique and the number of
samples in this study amounted to 130 respondents with criteria that have made online purchases. The data is processed using the classic assumption test method, multiple linear regression analysis, t test, and F test. The results showed that partially the variables electronic word of mouth (E-WOM) affected online purchasing decisions on Indonesian consumers, whereas in Malaysian consumers the variable electronic word of mouth (E-WOM) did not affect online purchasing decisions. For risk perception variables, in Indonesian consumers the risk perception variable has no effect on online purchasing decisions, whereas in Malaysian consumers the risk perception variables affect online purchasing decisions. The results of the F test show that the electronic word of mouth (E-WOM) and risk Perception variables influence online purchasing decisions for both Indonesian and Malaysian consumers.
Keywords: Electronic word of mouth (E-WOM), Risk perception, Online Purchase Decision