Pentingnya Kualitas Website Dalam Meningkatkan Perilaku Pembelian Konsumen Secara Online

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Enggar Widianingrum
Doni Purnama Alamsyah

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh kualitas website terhadap EWOM dan Online Impuls Buying pada mahasiswa di provinsi DKI Jakarta. Jenis penelitian asosiatif dengan jumlah responden 100 orang. Teknik pengambilan sampel adalah metode purposive sampling. Structural Equation Model (SEM) digunakan untuk menganalisis data. Berdasarkan model yang diusulkan, kualitas website ditemukan berpengaruh signifikan dan positif terhadap EWOM dan Online Impuls Buying pada mahasiswa. Adapun kebaruan pada penelitian ini, Online Impuls Buying pada mahasiswa saat mengunjungi e-commerce sangat dipengaruhi oleh kualitas website dan kualitas website mempengaruhi mereka melakukan EWOM.

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How to Cite
Widianingrum, E., & Purnama Alamsyah, D. (2019). Pentingnya Kualitas Website Dalam Meningkatkan Perilaku Pembelian Konsumen Secara Online. Jurnal Sains Manajemen, 1(1), 96-107. https://doi.org/10.51977/jsm.v1i1.96

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