The Influence of Quality of E-Wom, Perceived Information Usefulness, Needs of Information on Purchase Intention of Online Shop MSME Consumers through Social Media Usage as Mediation

Authors : Tanti Stevany Andriani; Erna Sofriana Imaningsih; Dudi Permana; Mas Wahyu Wibowo

Volume/Issue : Volume 8 - 2023, Issue 7 - July

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The occurrence of the Covid-19 pandemic has had an impact on changes in consumer behavior. There has been a shift in the marketplace from offline to online, consumers no longer make the purchase process directly, but use digital platforms, namely through online shopping. However, there are often doubts and risk factors for the product to be purchased, which can hinder the next purchase process. Therefore companies need to think about a marketing strategy to minimize this risk by involving the role of social media which is an important means of communication in the post- pandemic era. Reviews given by other consumers will be useful for other potential customers, as well as information regarding products purchased and product quality based on reviews from other consumers. Online reviews on social media will be able to increase the intention of potential consumers, especially for MSME products that are still unknown to the wider community and have low sales growth. Based on this phenomenon and previous research related to consumer intention, this study aims to examine and analyze the effect of usability, information needs, and quality of online reviews on consumer intentions through the role of social media on MSME products in the Post-Pandemic period. The research population is all generations of e-commerce in Indonesia. The sampling technique was carried out using a purposive sampling technique and the analytical method uses a Partial Least Square based Structural Equation Model.

Keywords : Quality of E-Wom; Information Usefulness; Needs of Information; Social Media Usage; Purchase Intention.


Paper Submission Last Date
30 - November - 2023

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