Article
PERAN E-WOM DALAM MENINGKATKAN MINAT BELI ONLINE MELALUI INFORMATION USEFULNESS DAN INFORMATION ADOPTION PADA PENGGUNA SHOPEE
Jurnal HOMANIS: Halu Oleo Manajemen dan Bisnis, Vol. 2 No. 4 (2025), hlm. 1025–1039
Abstrak
This study aims to determine the effect of Electronic Word of Mouth (E-Wom), Information Usefulness, and Information Adoption on Online Purchase Intention, as well as to determine the mediating role of Information Usefulness in the relationship between Electronic Word of Mouth (E-Wom) and Online Purchase Intention and the mediating role of Information Adoption in the relationship between Electronic Word of Mouth (E-Wom) and Online Purchase Intention among Shopee users in Kendari City. This research is quantitative in nature. The population in this study is the people of Kendari City. The sampling technique used is purposive sampling. The method for determining the sample size used the theory of Hair et al. (2010). The sample size in this study was 150 people, obtained through sample size calculation. The data collection technique used a questionnaire via Google Forms. The analysis model used was structure equation modeling with the covariance-based model method, also known as SEM-PLS.