HUBUNGAN ANTARA E-WOM (ELECTRONIC WORD OF MOUTH) DAN KEPUASAN PELANGGAN DENGAN KEPUTUSAN PEMBELIAN BARANG ELEKTRONIK ONLINE PADA PRIA

Agnes, Shintia (2025) HUBUNGAN ANTARA E-WOM (ELECTRONIC WORD OF MOUTH) DAN KEPUASAN PELANGGAN DENGAN KEPUTUSAN PEMBELIAN BARANG ELEKTRONIK ONLINE PADA PRIA. Undergraduate thesis, universitas katolik musi charitas.

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Abstract

The rise of e-commerce has transformed consumer shopping behavior, with men increasingly dominating online transactions, particularly in electronic product purchases. This study aims to analyze the relationship between electronic word of mouth (e-WOM) and customer satisfaction with purchasing decisions for electronic goods among male consumers. A quantitative approach was used, with data collected through questionnaires distributed to 125 male respondents who had purchased electronics online. The results indicate that e-WOM has a positive and significant influence on purchasing decisions, as online reviews and recommendations play a crucial role in building consumer trust. However, customer satisfaction does not significantly impact purchasing decisions, suggesting that other factors, such as pricing and promotions, have a stronger influence on men’s online shopping choices. These findings highlight the importance of optimizing e-WOM-based marketing strategies to enhance purchasing decisions. Additionally, this study provides new insights into male shopping behavior in the digital marketplace.

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