Promoting online purchase intention through website quality, EWOM, receiver perspective, consumer satisfaction and brand image

Aditya Indra Wicaksono and Asmai Ishak
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Aditya Indra Wicaksono: Magister Management Program, Faculty of Business and Economics, Universitas Islam Indonesia, Indonesia
Asmai Ishak: Senior Lecturer in Marketing, Faculty of Business and Economics, Universitas Islam Indonesia, Indonesia

International Journal of Research in Business and Social Science (2147-4478), 2022, vol. 11, issue 1, 12-23

Abstract: Technological developments and pandemic conditions that limit people's movement have triggered an increase in the use of online shopping platforms. Therefore, it is necessary to analyze in more depth the factors that increase online purchase intention. This study aims to analyze the effect of website quality on EWOM and the effect of EWOM and receiver perspective on consumer satisfaction and brand image. An analysis was also conducted on the influence of satisfaction and brand image on online purchase intention. This research is a quantitative study using primary data from distributing questionnaires to 250 online shopping platform consumers. The data in this study were then analyzed using the SEM (Structural Equation Model) method with AMOS 24 software. The results of this study indicate that website quality has a significant effect on EWOM. Furthermore, the receiver perspective and EWOM have a significant effect on consumer satisfaction and brand image. Consumer satisfaction and brand image have a significant effect on online purchase intention. Key Words:Website quality, EWOM, receiver perspective, consumer satisfaction, brand image, intention to buy online

Date: 2022
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