The effect of trust in mediating between the influence of website quality on e WOM intentions
Enny Noegraheni Hindarwati1 Ratih Hurriyati2 Puspo Dewi Dirgantari3

UPI ( Universitas Pendidikan Indonesia)
DR. Setiabudi, Bandung

Abstract

ABSTRACT:
This study aims to analyze the effect of website quality on trust, the effect of trust on intention of e WOM and the influence of website quality on intention of e WOM with intervening variables of trust for users of online shop sites in DKI Jakarta. The population of this study were DKI Jakarta residents who aged between 20 - 49 years. The technique of sampling used was random sampling by distributing questionnaires to 356 users of fashion online shop in DKI Jakarta as respondents. Research method used was explanatory research. Data were analyzed using SEM WarpPLS 7.0. The results of the study showed that web quality has a positive effect on trust, trust has a positive effect on intention of e WOM and web quality has a positive effect on intention of e WOM through trust.

Keywords: Website quality, trust, e WOM intention, fashion online shop

Topic: Marketing Management