The Role of E-WOM Credibility and Online Engagement in Shaping Online Purchase Intention: An Empirical Study
DOI:
https://doi.org/10.31334/bijak.v22i2.5421Keywords:
EWOM Credibility; Online Engagement Intention; Online Purchase Intention; PLS-SEM; E-commerce;Abstract
This study aims to analyze the influence of electronic word of mouth (eWOM) credibility and online engagement intentions on online purchase intentions among e-commerce consumers in Indonesia. This study uses a quantitative approach with Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis techniques. Respondents totaled 198 people who were selected purposively, with the criteria of active social media users and having made e-commerce transactions in the last three months. The results show that eWOM credibility and online engagement intentions have a positive and significant effect on online purchase intentions. This research contributes to the development of digital marketing strategies and enriches the literature on consumer behavior in the digital context.
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