ANALISIS PENGARUH E-WOM, WEB DESIGN QUALITY DAN ADVERTISING VALUE TERHADAP PURCHASE INTENTION PADA SITUS E-COMMERCE B2C MATAHARI MALL

Abstract

This study aimed to analyze the effect arising from E-WOM, Web Design Quality and Advertising Value to Purchase Intention on the B2C e-commerce site Matahari Mall. The variables used in this study is E-WOM, Web Design Quality and Advertising Value as an independent variable, and Purchase Intention as the dependent variable. The sample in this study were 100 respondents that is active internet users who have made purchases of products online at least 1 time. The method used is non-porbability sampling by distribusting questionnaires to the respondents. The analysis method used in this study is quantitative method including validity and reliability test, classic assumption test, multiple regression analysis, T test, F test, and coefficient determination using SPSS 23.0 analysis tool. The result of this study shows that E-WOM, Web Design Quality and Advertising Value have such possitive and significant effect to Purchase Intention.