THE INFLUENCE OF EWOM AND WOM ON PURCHASE INTENTION OF SHOPEE CUSTOMER IN MANADO

Abstract

The purpose of this research is to measure the effect of Electronic Word of Mouth (eWOM) and Word of Mouth (WOM) toward Purchase Intention of Shopee products among people that live in Manado. Manado is currently experiencing growth of e-commerce. Consequently, the practice of online shopping in Manado is gaining popularity. Therefore, it will be an interesting finding to see how eWOM and WOM affects Purchase Intention. The data is collected through questionnaire from 100 respondents who are using Shopee and the methodology that is used in this research is quantitative approach. The collected data was processed using SPSS 20. The result shows that Electronic Word of Mouth (eWOM) does not have a significant effect on Purchase Intention, while Word of Mouth (WOM) have a significant effect on Purchase Intention. But if tested simultaneously, Word of Mouth (WOM) and Electronic Word of Mouth (eWOM) has a significant effect on Purchase Intention.

Keywords: EWOM, WOM, purchase intention