文章基本信息

标题：THE EFFECT OF EWOM AND HEDONIC MOTIVATION TOWARD BUYING INTEREST AND DECISION
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作者：Azaria Phamendyta Aldaning ; Azaria Phamendyta Aldaning ; Fauzi Achmad 等
期刊名称：Eurasia: Economics & Business
电子版ISSN：2522-9710
出版年度：2018
卷号：12
期号：6
页码：16-23
DOI：10.18551/econeurasia.2018-06.03
语种：English
出版社：Grodno State Agrarian University
摘要：The availability of information through EWOM in this new wave marketing era is important because it can raise buying interest with the most significant dimension which is expressing positive feelings. Buying interest is a part of consumer behavior in the attitude of consuming, the tendency of the respondents to act before the decision to purchase is actually implemented. Buying interest also occurs on the consumers who browse on online shops. Buying purchase on the online shop is possibly affected by hedonic motivation. This research is aimed to find out, to analyze, and explain the effect of Electronic Word of Mouth toward buying interest, to analyze and explain the effect of hedonic motivation toward buying interest, to analyze and explain the effect of Electronic Word of Mouth toward buying decision, to analyze and explain the effect of hedonic motivation toward buying decision, to analyze and explain the effect of buying interest toward buying decision. The sample used in this research was 116 respondents. This research is an explanatory research using quantitative approach. The measurement used in this research was questionnaire with measurement scale using likert scale. The analysis technique used in this research was Descriptive Analysis and Path Analysis, while hypothesis testing was using T test and standardized beta coefficient. The result of this research shows that according to the objective of the study, there is a positive and significant effect among the variables.
关键词：EWOM; hedonic motivation; buying interest; buying decision