The Effect Of Electronic Word Of Mouth On E-Purchase Decision At Market Place
Citra Savitri (a), Ratih Hurriyati (b), Lili Adi Wibowo (c), Heny Hendrayati(d)

(a) School of Post Graduate, Universitas Pendidikan Indonesia
Jl. Dr. Setiabudhi No.229, Bandung 40154, Indonesia
(b)School of Post Graduate, Universitas Pendidikan Indonesia
Jl. Dr. Setiabudhi No.229, Bandung 40154, Indonesia
(c)School of Post Graduate, Universitas Pendidikan Indonesia
Jl. Dr. Setiabudhi No.229, Bandung 40154, Indonesia
(d) School of Post Graduate, Universitas Pendidikan Indonesia
Jl. Dr. Setiabudhi No.229, Bandung 40154, Indonesia

Abstract

The high level of internet usage is an opportunity for companies to improve their performance. This research discusses about the influence of eWom Information Quality, eWom Information Credibility, eWom Information Usefulness on e-Purchase decisions with 390 respondents with respondents being women who use market place applications in Indonesia and use SEM Amos data analysis techniques to test hypothesis. The results of the study prove that all variables are influential and significant. Recommendations and implications are described in this study so that they can be developed in future research

Keywords: eWom, e-Purchase Decision, Marketplace

Topic: Marketing Management