Effect of Advertising, Word of Mouth, Website Quality, and Risk Perception on Buying Interest

16 Pages Posted: 29 Jan 2020

See all articles by Osly Usman

Osly Usman

State University of Jakarta - Faculty of Economics

Nisrina Sukma Dyanti

State University of Jakarta

Date Written: December 28, 2019

Abstract

This study aims to determine whether there Effect Ad, Word Of Mouth, Website Quality, Risk Perception towards buying interest. The research was carried out for two months, starting in November to December 2019. The research method used is the method of distributing questionnaires / questionnaire and using primary data. The population in this study are all people who use e-commerce to meet the needs of both the needs of primary, secondary, or complementary. Data collection techniques using literature techniques and questionnaires. Data were analyzed using SmartPLS software version 3. PLS (Partial Least Square) with structural equation analysis (SEM). The results showed that each variable has the same effect. It can be said, Buy high interest if it will affect the rent, Quality Website, Word Of Mouth, Risk Perception. Influence of Advertising, Word Of Mouth, Website Quality and Risk Perception that both would increase the buying interest is high. the description above shows that there are significant jointly and significant correlation between advertising, word of mouth, the quality of the website, and the perception of risk.

Keywords: Advertising, Word of Mouth, Website Quality, Risk Perception

Suggested Citation

Usman, Osly and Dyanti, Nisrina Sukma, Effect of Advertising, Word of Mouth, Website Quality, and Risk Perception on Buying Interest (December 28, 2019). Available at SSRN: https://ssrn.com/abstract=3510503 or http://dx.doi.org/10.2139/ssrn.3510503

Osly Usman

State University of Jakarta - Faculty of Economics ( email )

Jakarta, ID Jakarta
Indonesia

Nisrina Sukma Dyanti (Contact Author)

State University of Jakarta ( email )

Jakarta Timur, Jakarta
Indonesia

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