PENGARUH KEPERCAYAAN DAN ELECTRONIC WORD OF MOUTH (eWOM) TERHADAP PURCHASE INTENTION (Studi Pada Pelajar Kampung Inggris Pare-Kediri)
DOI:
https://doi.org/10.30737/ekonika.v4i1.328Keywords:
Kepercayaan, eWOM, Purchase IntentionAbstract
This study aims to find out and analyze the influence of eWOM (Electronic Word Of Mouth) Trust and Purchase Intention on Students in the English village of Pare-Kediri. The population in this study were those who took courses at the Pare-Kediri English village course institute in January-March 2019 which obtained a sample of 100 respondents with accidental sampling technique. Methods of collecting data using questionnaires, observation, interviews, and library studies. The test results partially show that there is a significant and significant effect on the trust variable on Purchase Intention as evidenced by a significant value of 0,000 which is smaller than 0.05 (0,000 <0,05). The partial test results show that there is a significant and significant effect between eWOM variables on Purchase Intention as evidenced by a significant value of 0.005 which is smaller than 0.05 (0.005 <0.05). Based on the calculation results obtained a significant value is 0,000. This shows that the significant value of the test is the trust variable F and eWOM <0.05, which means that the results of this simultaneous test are trust and eWOM has an effect on Purchase Intention.
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Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh Kepercayaan Dan eWOM ( Elektronik Word Of Mouth ) teradap Purchase Intention pada Pelajar di kampung inggris Pare-Kediri. Populasi dalam penelitian ini adalah yang mengambil kursus di lembaga kursus kampung inggris Pare-Kediri pada bulan Januari-Maret 2019 yang  diperoleh sampel sebanyak 96 responden dengan teknik accidental sampling. Metode pengumpulan data menggunakan kuesioner, obsevasi, wawancara, dan Studi kepustakaan. Hasil pengujian secara parsial menunjukan bahwa berpengaruh dan signifikan antara variabel kepercayaan terhadap Purchase Intention yang dibuktikan dengan nilai signifikan sebesar 0,000 dimana lebih kecil dari 0,05 (0,000 < 0,05). Hasil pengujian secara parsial menunjukan bahwa berpengaruh dan signifikan antara variabel eWOM terhadap Purchase Intention yang dibuktikan dengan nilai signifikan sebesar 0,005 dimana lebih kecil dari 0,05 (0,005 < 0,05). Berdasarkan hasil perhitungan diperoleh nilai signifikan adalah 0,000. Hal ini menunjukan bahwa nilai signifikan uji F variabel kepercayaan dan eWOM <0,05 yang berarti hasil dari pengujian simultan ini adalah kepercayaan dan eWOM berpengaruh terhadap Purchase Intention.
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