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Promoting online purchase intention through website quality, EWOM, receiver perspective, consumer satisfaction and brand image

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  • Aditya Indra Wicaksono

    (Magister Management Program, Faculty of Business and Economics, Universitas Islam Indonesia, Indonesia)

  • Asmai Ishak

    (Senior Lecturer in Marketing, Faculty of Business and Economics, Universitas Islam Indonesia, Indonesia)

Abstract

Technological developments and pandemic conditions that limit people's movement have triggered an increase in the use of online shopping platforms. Therefore, it is necessary to analyze in more depth the factors that increase online purchase intention. This study aims to analyze the effect of website quality on EWOM and the effect of EWOM and receiver perspective on consumer satisfaction and brand image. An analysis was also conducted on the influence of satisfaction and brand image on online purchase intention. This research is a quantitative study using primary data from distributing questionnaires to 250 online shopping platform consumers. The data in this study were then analyzed using the SEM (Structural Equation Model) method with AMOS 24 software. The results of this study indicate that website quality has a significant effect on EWOM. Furthermore, the receiver perspective and EWOM have a significant effect on consumer satisfaction and brand image. Consumer satisfaction and brand image have a significant effect on online purchase intention. Key Words:Website quality, EWOM, receiver perspective, consumer satisfaction, brand image, intention to buy online

Suggested Citation

  • Aditya Indra Wicaksono & Asmai Ishak, 2022. "Promoting online purchase intention through website quality, EWOM, receiver perspective, consumer satisfaction and brand image," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 11(1), pages 12-23, January.
    • Handle: RePEc:rbs:ijbrss:v:11:y:2022:i:1:p:12-23
    DOI: 10.20525/ijrbs.v11i1.1554
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    References listed on IDEAS

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    1. Sadia Khatoon & Xu Zhengliang & Hamid Hussain, 2020. "The Mediating Effect of Customer Satisfaction on the Relationship Between Electronic Banking Service Quality and Customer Purchase Intention: Evidence From the Qatar Banking Sector," SAGE Open, , vol. 10(2), pages 21582440209, June.
    2. Devkant Kala & D.S. Chaubey, 2018. "The effect of eWOM communication on brand image and purchase intention towards lifestyle products in India," International Journal of Services, Economics and Management, Inderscience Enterprises Ltd, vol. 9(2), pages 143-157.
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