Fernando, Sandro Parulian and Satria, Bangsawan and Pandjaitan, Dorothy Rouly H. (2020) E-WOM Participation in Indonesia Online Marketplace. E-WOM Participation in Indonesia Online Marketplace, 22 (10). pp. 261-271. ISSN 1007-6735
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Abstract
This study aims to investigate determinant factors of electronic word of mouth (E-WOM) participation and its effect on consumer loyalty by implementing a quantitative research method. The data used were 205 Indonesian respondents who had previously used the online marketplace, collected by using the purposive sampling technique and analyzed by using the Partial Least Square (SmartPLS 3.0). The results show that E-WOM participation is just only determined by internal motivation, and then E-WOM indirectly affects consumer loyalty through the personal site and social site identification.
| Item Type: | Article |
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| Subjects: | A General Works > AC Collections. Series. Collected works |
| Divisions: | Fakultas Ekonomi dan Bisnis (FEB) > Prodi Manajemen |
| Depositing User: | Dr DOROTHY ROULY PANDJAITAN |
| Date Deposited: | 20 Jun 2022 01:21 |
| Last Modified: | 20 Jun 2022 01:21 |
| URI: | http://repository.lppm.unila.ac.id/id/eprint/42609 |
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