Pengaruh Electronic Word of Mouth (E-WOM) dan Review Quality terhadap Purchase Intention pada Konsumen Produk Fashion pada Marketplace Shopee

Abstract

Advances in digital technology have transformed the way consumers seek information before making a purchase, including when selecting fashion products on the Shopee marketplace. Consumers not only consider the information provided by sellers but also review the experiences and reviews of other consumers through digital platforms and e-commerce sites. Electronic Word of Mouth (E-WOM) and review quality are among the factors that can influence consumers’ interest in making a purchase. This study aims to analyze the influence of Electronic Word of Mouth (E-WOM) and Review Quality on Purchase Intention among consumers of fashion products on the Shopee marketplace. This study employs a quantitative approach using a survey method, distributing questionnaires to consumers of fashion products who have viewed or read product reviews online on the Shopee marketplace. The data collected will be analyzed using statistical methods to determine the effect of each independent variable on purchase intention. This study is expected to provide insight into the importance of information from other consumers and review quality in shaping the intention to purchase fashion products. The results are expected to serve as a basis for fashion businesses to improve review quality and build positive communication with consumers through digital media.