PERBEDAAN PERSEPSI RISIKO KONSUMEN DALAM PEMBELIAN PRODUK FASHION TOKO DARING DITINJAU DARI SIFAT ELECTRONIC WORD OF MOUTH (eWOM)

Khotimah, Husnul (2021) PERBEDAAN PERSEPSI RISIKO KONSUMEN DALAM PEMBELIAN PRODUK FASHION TOKO DARING DITINJAU DARI SIFAT ELECTRONIC WORD OF MOUTH (eWOM). S1 thesis, Universitas Negeri Makassar.

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Abstract

PERBEDAAN PERSEPSI RISIKO KONSUMEN DALAM PEMBELIAN PRODUK FASHION TOKO DARING DITINJAU DARI SIFAT ELECTRONIC WORD OF MOUTH (eWOM) Husnul Khotimah1*, Lukman2, Resekiani Mas Bakar 3 1 2 3Fakultas Psikologi, Universitas Negeri Makassar. Indonesia Email: hknull30@gmail.com1, lukman7210@unm.ac.id2, resekiani_masbakar@unm.ac.id3 ABSTRACT Online shopping is considered risky because consumers can’t see the items to be purchased directly, which raises consumer perceived risk. The perceived risk is influenced by several factors, one of them was electronic word of mouth (eWOM). This experimental research aims to determine the differences in consumer perceived risk seen from the eWOM valence received by each group (positive, negative, neutral). Participants of this study were women (15-32 years) who had online shopped for fashion products and had experienced unpleasant experience (N = 57). The result of Kruskal-Wallis test showed that there is a significant difference in consumer perceived risk seen from the eWOM valence given p = 0.029 (p<0.05). The result of Mann-Whitney test showed that there is a significant difference in perceived risk between the groups that get positive - negative eWOM and the negative - neutral group, however there was no significant difference in perceived risk in the group that received positive - neutral eWOM. This research contributes to trading market business, especially online business related to eWOM valency and consumer perceived risk, especially in marketing management to attract consumers to do online shopping. Keywords: Electronic word of mouth, eWOM Valency, Perceived risk

Item Type: Thesis (S1)
Subjects: PSIKOLOGI
Divisions: FAKULTAS PSIKOLOGI
Depositing User: Pustakawan Amaluddin Zaihal
Date Deposited: 02 Mar 2021 05:44
Last Modified: 02 Mar 2021 05:44
URI: http://eprints.unm.ac.id/id/eprint/19256

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