PENGARUH WORD OF MOUTH TERHADAP KEPERCAYAAN KONSUMEN DALAM BERBELANJA SECARA ONLINE
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Abstract
This study wants to describe the marketing communication strategy widely used today, namely word of mouth where this form of communication purely relies on the ability of consumers to hear and convey messages or news through conversation. Through word of mouth, consumers can feel a more personal relationship with the company. The word-of-mouth communication strategy is considered quite capable in building consumer confidence in shopping, especially shopping online. This research took a sample of 100 respondents in Bandung City who actively visit the marketplace and make purchases at least twice a month. The results showed that there was an effect of word of mouth on consumer confidence of 0.263 or 26.3 percent.
Penelitian ini ingin menggambarkan mengenai strategi komunikasi pemasaran banyak digunakan pada masa sekarang yaitu word of mouth dimana bentuk komunikasi ini secara murni mengandalkan kemampuan konsumen dalam mendengar dan menyampaikan pesan atau berita melalui percakapan. Melalui word of mouth, konsumen dapat merasakan hubungan yang lebih pribadi dengan perusahaan. Strategi komunikasi word of mouth dinilai cukup mampu membangun kepercayaan konsumen dalam berbelanja, khususnya belanja online. Penelitian ini mengambil sampel 100 responden masyarakat di Kota Bandung yang secara aktif mengunjungi marketplace dan melakukan pembelian minimal dua kali dalam sebulan. Hasil penelitian menunjukkan bahwa terdapat pengaruh word of mouth terhadap kepercayaan konsumen sebesar 0,263 atau 26,3 persen.
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References
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