THE EFFECT OF E-WOM, PERCEIVED QUALITY, ON PURCHASE INTENTION AT SHOPEE ONLINE STORE IN MANADO

Abstract

This study aims to find out how much influence e-WOM has on consumer purchase intentions that occur in the community in Manado City during the COVID-19 pandemic using one of the platforms that continues to grow, namely Shopee with the research title "The Effect of e-WOM, Perceived Quality, on Purchase Intention at Shopee Online Store in Manado." Electronic word of mouth is a positive or negative statement made by potential customers, actual customers, and former customers about a product or company via the internet. This study uses quantitative methods. To achieve this goal, the researchers distributed questionnaires and the sample used was 100 respondents. The results of this study indicate that e-WOM (X₁) partially has a significant effect on consumers' purchase intentions, while perceived quality (X₂) partially have no significant effect on consumers' purchase intentions, and e-WOM and perceived quality simultaneously have a positive effect on purchase intentions consumer.

Keywords: Electronic Word of Mouth, Perceived Quality, Purchase Intention