Pernyataan Konsumen Lewat Internet (eWom), Harga, Dan Kualitas Pelayanan Terhadap Keputusan Pembelian

Abstract

This research aims to investigate (1) the effect of electronic word of mouth to Blibli.com E-commerce purchase decision, (2) the effect of price to Blibli.com E-commerce purchase decision, (3) the effect of service quality to Blibli.com E-commerce purchase decision. This research is quantitative research with causal associative design. Research population is all people have ever bought products or goods on E-commerce Blibli.com in Surabaya. Sample in this research amount to 100 people who ever bought products or goods on E-commerce Blibli.com in Surabaya. The data collection technique was used questionnaire that has been tested for validity and reliability. Data analysis technique in this research was used multiple regression. The result of this research showed that (1) electronic word of mouth has a significant positive effect to Blibli.com E-commerce purchase decision, (2) price has a significant positive effect to Blibli.com E-commerce purchase decision, (3) service quality has a significant positive effect to Blibli.com E-commerce purchase decision, and (4) electronic word of mouth, price, and service quality has a significant positive effect to Blibli.com E-commerce purchase decision.