ELECTRONIC WORD-OF-MOUTH EFFECT TOWARDS ORGANIC VEGETABLE PURCHASE INTENTION ON ECOMMERCE

• Main Author: Adi Dharma, Purosha
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/67029
• Institution: Institut Teknologi Bandung

Word-of-mouth (also known as WOM) has been identified as one of the most significant contributors to the dissemination of knowledge. The dissemination of knowledge has undergone a sea shift as a result of developments in information technology and the proliferation of online social networking sites. This issue has an effect on customers due to the fact that information that is readily available may significantly impact the consumers' buying decisions. This study's objective is to investigate the extent to which eWOM among consumers can have an impact on customers' perceptions of brands and their intentions to make purchases in the agricultural sector. Items used for measurement are modified from pre-existing scales that may be found in marketing-related literature. Academic peers checked the items to ensure that they appeared to be authentic and that they were easy to understand. Data obtained from a survey of persons living in the Greater Jakarta Area who make purchases of organic veggies through e-commerce are used to examine the validity of the scales with regard to their reliability, convergent validity, and discriminant validity. In order to investigate the effects of eWOM on consumer perceptions of brands and their propensity to make purchases, a technique known as structural equation modeling was utilized. The study model was put through an empirical test utilizing a sample of 310 respondents who had experience working within the realm of online shopping for organic veggies. According to the findings of the study, eWOM is one of the most powerful elements that influence consumers' perceptions of brands and their intentions to make purchases of those brands in consumer marketplaces. Hopefully this research could help small businesses to understand how to build brand image and increase sales through eWOM strategy. Keywords: electronic word-of-mouth; Brand Image; Purchase Intention; Organic Vegetables