The Effect of E-WOM and Perceived Value on the Purchase Decision of Foods by Using the Go-Food Application as Mediated by Trust
Purpose: This study examined the effect of electronic word of mouth and perceived value on purchase decisions of foods when using the Go-Food Application, which is a purchase decision mediated by trust. The increasing the number of Go-Food Application users makes this study a timely survey. Method...
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| Format: | Article |
| Language: | English |
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Technical University of Kosice
2018-07-01
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| Series: | Kvalita Inovácia Prosperita |
| Subjects: | |
| Online Access: | https://www.qip-journal.eu/index.php/QIP/article/view/1062 |
| _version_ | 1827867977540698112 |
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| author | Handi Handi Tonny Hendratono Edi Purwanto John J.O.I. Ihalauw |
| author_facet | Handi Handi Tonny Hendratono Edi Purwanto John J.O.I. Ihalauw |
| author_sort | Handi Handi |
| collection | DOAJ |
| description |
Purpose: This study examined the effect of electronic word of mouth and perceived value on purchase decisions of foods when using the Go-Food Application, which is a purchase decision mediated by trust. The increasing the number of Go-Food Application users makes this study a timely survey.
Methodology/Approach: This research explored how the Go-Food Application is able to obtain more consumers compared to similar mobile apps. This research is quantitative in nature by testing the hypotheses. The sample size used was 175 respondents from a non-probability sampling with a convenience sampling technique. The analysis uses a SEM model analyzed using the AMOS program 24.
Findings: The results based on Confirmatory Factor Analysis (CFA) shows that each variable is valid and reliable, and the result of Goodness of Fit shows all variables fit the data. The result of hypotheses testing show: (1) electronic word of mouth affects significantly and positively on trust; (2) perceived value affects significantly and positively on trust; (3) electronic word of mouth affects significantly and positively on purchase decision; (4) perceived value affects significantly and positively on purchase decision; (5) trust affects significantly and positively on purchase decision.
Research Limitation/implication: The respondents were only those who live in Jakarta and those who use Go-Food application owned by Go-Jek Indonesia Ltd., exclude its other application such as Go-Car, Go-Mart, Go-Send, Go-Box, Go-Pulsa, Go-Massage, Go-Clean.
Originality/Value of paper: Trust proved as mediation variable between of electronic word of mouth and perceived value and purchase decision by using Go-Food application. So this research has distribution to Go-Jek Indonesia Ltd. to maintain the costumer trust to get sustainable competitive advantage.
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| first_indexed | 2024-03-12T15:25:52Z |
| format | Article |
| id | doaj.art-8c608d3c719f417db486f0cf1e755ca7 |
| institution | Directory Open Access Journal |
| issn | 1335-1745 1338-984X |
| language | English |
| last_indexed | 2024-03-12T15:25:52Z |
| publishDate | 2018-07-01 |
| publisher | Technical University of Kosice |
| record_format | Article |
| series | Kvalita Inovácia Prosperita |
| spelling | doaj.art-8c608d3c719f417db486f0cf1e755ca72023-08-10T13:36:04ZengTechnical University of KosiceKvalita Inovácia Prosperita1335-17451338-984X2018-07-0122210.12776/qip.v22i2.1062The Effect of E-WOM and Perceived Value on the Purchase Decision of Foods by Using the Go-Food Application as Mediated by TrustHandi Handi0Tonny Hendratono1Edi Purwanto2John J.O.I. Ihalauw3Universitas Bunda MuliaUniversitas Bunda MuliaUniversitas Bunda MuliaUniversitas Bunda Mulia Purpose: This study examined the effect of electronic word of mouth and perceived value on purchase decisions of foods when using the Go-Food Application, which is a purchase decision mediated by trust. The increasing the number of Go-Food Application users makes this study a timely survey. Methodology/Approach: This research explored how the Go-Food Application is able to obtain more consumers compared to similar mobile apps. This research is quantitative in nature by testing the hypotheses. The sample size used was 175 respondents from a non-probability sampling with a convenience sampling technique. The analysis uses a SEM model analyzed using the AMOS program 24. Findings: The results based on Confirmatory Factor Analysis (CFA) shows that each variable is valid and reliable, and the result of Goodness of Fit shows all variables fit the data. The result of hypotheses testing show: (1) electronic word of mouth affects significantly and positively on trust; (2) perceived value affects significantly and positively on trust; (3) electronic word of mouth affects significantly and positively on purchase decision; (4) perceived value affects significantly and positively on purchase decision; (5) trust affects significantly and positively on purchase decision. Research Limitation/implication: The respondents were only those who live in Jakarta and those who use Go-Food application owned by Go-Jek Indonesia Ltd., exclude its other application such as Go-Car, Go-Mart, Go-Send, Go-Box, Go-Pulsa, Go-Massage, Go-Clean. Originality/Value of paper: Trust proved as mediation variable between of electronic word of mouth and perceived value and purchase decision by using Go-Food application. So this research has distribution to Go-Jek Indonesia Ltd. to maintain the costumer trust to get sustainable competitive advantage. https://www.qip-journal.eu/index.php/QIP/article/view/1062electronic word of mouthperceived valuetrust and purchase decision |
| spellingShingle | Handi Handi Tonny Hendratono Edi Purwanto John J.O.I. Ihalauw The Effect of E-WOM and Perceived Value on the Purchase Decision of Foods by Using the Go-Food Application as Mediated by Trust Kvalita Inovácia Prosperita electronic word of mouth perceived value trust and purchase decision |
| title | The Effect of E-WOM and Perceived Value on the Purchase Decision of Foods by Using the Go-Food Application as Mediated by Trust |
| title_full | The Effect of E-WOM and Perceived Value on the Purchase Decision of Foods by Using the Go-Food Application as Mediated by Trust |
| title_fullStr | The Effect of E-WOM and Perceived Value on the Purchase Decision of Foods by Using the Go-Food Application as Mediated by Trust |
| title_full_unstemmed | The Effect of E-WOM and Perceived Value on the Purchase Decision of Foods by Using the Go-Food Application as Mediated by Trust |
| title_short | The Effect of E-WOM and Perceived Value on the Purchase Decision of Foods by Using the Go-Food Application as Mediated by Trust |
| title_sort | effect of e wom and perceived value on the purchase decision of foods by using the go food application as mediated by trust |
| topic | electronic word of mouth perceived value trust and purchase decision |
| url | https://www.qip-journal.eu/index.php/QIP/article/view/1062 |
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