MEMBANGUN POSITIVE E-WOM MELALUI  E-SERVICE QUALITY, KEPERCAYAAN DAN KEPUASAN

doi:10.36782/jemi.v2i4.1942

MEMBANGUN POSITIVE E-WOM MELALUI E-SERVICE QUALITY, KEPERCAYAAN DAN KEPUASAN

Yani Kartika, Muchsin Saggaff Shihab

Abstract

The purpose of this study is to analyse antecedents of positive electronic word-of-mouth (e-WOM). Data were collected using a set of questionnaire distributed to the target respondents of Lazada Indonesia, an e-commerce company in the country. The online questionnaire is of screening questions, the socio-demographic items and the items of constructs. Using a purposive sampling technique, a total of 200 respondents were obtained. Findings show that e-service quality, customer satisfaction and trust are the boosters of positive e-WOM. This examination is hoped to give empiric understanding to the marketers to create positive e-WOM.

Keywords

E-service quality, Customer satisfaction, Trust, Positive electronic word-of-mouth (e-WOM)

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https://www.alexa.com › siteinfo › lazada.co.id (2018)

https://bisnis.tempo.co/read/1052027/642-aduan-ke-ylki-di-2017-e-commerce-paling-banyak-dikeluhkan 19 Januari 2018

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