HUBUNGAN E-WOM DENGAN MINAT BELI MAHASISWA PADA APLIKASI SHOPEE DI STEBIS PAGAR ALAM

Abstract

This study aims to determine the relationship between electronic word of mouth (e-wom) and student buying interest of STEBIS Pagar Alam students. The type of research that researchers use is quantitative research. Data collection techniques using documentation, observation, and questionnaires. Data analysis techniques used in this study include research instrument tests, and non-parametric statistical tests using Kendall's tau-b formula. The result obtained is that there is a significance value of 0.000. Which means smaller than 0.05. So that H0 is rejected, which means that there is a relationship between Electronic Word Of Mouth (E-WOM) with Buying Interest of STEBIS Pagar Alam Students. From this data, it is also known that there is a strong or meaningful relationship between electronic word of mouth with the buying interest of STEBIS Pagar Alam students because the calculated r value of electronic word of mouth (e-wom) is 0.843. In addition, it is also known that the direction of the relationship is positive so that if e-wom increase, buying interest will also increase.
Keywords: e-WOM; Purchase Intention