Kualitas Website, Informasi, dan E-WOM sebagai Kunci Keputusan Pembelian Online: Studi pada Generasi Z

Novel Idris Abas

Sari


Penelitian ini bertujuan untuk menganalisis pengaruh kualitas website, kualitas informasi, dan Electronic Word of Mouth (E-WOM) terhadap keputusan pembelian daring, dengan fokus pada Generasi Z selama pandemi COVID-19. Menggunakan pendekatan kuantitatif, data dikumpulkan melalui survei terhadap 100 responden yang dipilih secara purposive sampling. Analisis dilakukan dengan metode regresi linier berganda untuk mengukur pengaruh variabel independen terhadap keputusan pembelian. Hasil penelitian menunjukkan bahwa kualitas website, kualitas informasi, dan E-WOM memiliki pengaruh positif signifikan terhadap keputusan pembelian daring. Kualitas website memberikan kenyamanan dalam menjelajahi produk, sementara kualitas informasi yang relevan, akurat, dan lengkap mengurangi ketidaksinambungan antara penjual dan pembeli. E-WOM menjadi faktor penting dalam membangun kepercayaan konsumen melalui ulasan dan testimoni pembeli sebelumnya. E-commerce, sebagai salah satu platform perdagangan digital, memanfaatkan elemen-elemen ini untuk meningkatkan loyalitas pengguna. Penelitian ini memberikan implikasi praktis bagi platform perdagangan digital untuk meningkatkan kualitas website, menyediakan informasi yang akurat, dan mengoptimalkan fitur E-WOM.

 

Kata Kunci: Kualitas Website, Kualitas Informasi, E-WOM, Keputusan Pembelian Daring, Generasi Z.


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Referensi


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DOI: https://doi.org/10.37531/yum.v7i3.7765

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