Pengaruh E-Wom Terhadap Keputusan Pembelian Online: Studi Kasus Pada Pelanggan Aplikasi Kopi Kenangan

Abstract

This study aims to analyse the effect of E-Word-of-Mouth (E-WOM) on online purchasing decisions for
customers of the Kopi Kenangan mobile application. This study uses quantitative methods with data
collection techniques through online questionnaires distributed to 100 respondents who use the Kopi
Kenangan application. The results showed that E-WOM had a positive and significant effect on online
purchasing decisions for customers of the Kopi Kenangan application. This means that the higher the
level of E-WOM received by customers, the higher the likelihood that they will make an online purchase
through the Kopi Kenangan application. These findings have important implications for practitioners and
researchers. For practitioners, this study shows that E-WOM is one of the important factors that can
influence customers' online purchasing decisions. Therefore, Kopi Kenangan needs to improve its E
WOM marketing strategy to increase online sales. E-WOM marketing strategies that can be done include
encouraging customers to leave positive reviews on social media, websites, and other online platforms. In
addition, Kopi Kenangan also needs to respond well to customer reviews, both positive and negative. For
researchers, this study opens up opportunities for further research on E-WOM in other industries. Future
research can examine the effect of E-WOM on different types of products or services or can examine
other factors that influence E-WOM.