PENGARUH PERCEIVED WEBSITE QUALITY, SOCIAL INFLUENCE AND RECOMMENDATION, EXPERIENCE, CREDIBILITY TERHADAP WORD-OF-MOUTH MELALUI PERFORMANCE EXPECTANCY, CUSTOMER SATISFACTION, DAN TRUST PADA PENGGUNA TOKOPEDIA DI SURABAYA

Abstract

In this modern era, people find a way which is more practical and easy to communicate and that’s through internet. Internet becomes a breakthrough to help people do things more effectively and efficiently, including shopping. Now, ecommerce or online shopping has become an epidemic in Indonesia with varied product categories and marketplaces, such as Bukalapak, Shopee, Lazada, Tokopedia, etc. In order to survive in this competitive e-commerce business, it’s important for marketplace to be able to create a positive Word-of-Mouth from its users. This study aims to analyze the effect of Perceived Website Quality, Social Influence and Recommendation, Experience, and Credibility on Performance Expectancy; Performance Expectancy on Customer Satisfaction; Performance Expectancy and Customer Satisfaction on Trust; and lastly, the effect of Performance Expectancy, Trust, and Customer Satisfaction on Word-of-Mouth in an effort to improve the users’ positive Word-of-Mouth of Tokopedia in Surabaya. The sample used in this study are Tokopedia users who’s aged 17-55 years old, both men and women, domicile in Surabaya, have made purchases online through Tokopedia in the last six months, and have done Word-of-Mouth about Tokopedia. This study used 125 respondents and SPSS 22.0 to process the data. The results showed that Performance Expectancy has the highest regression coefficient on Customer Satisfaction with the value of 0.594, Performance Expectancy has the second highest regression coefficient on Trust with value of 0.525, Credibility has the third highest regression coefficient on Performance Expectancy with value of 0.428, Trust has the fourth highest regression coefficient on Word-of-Mouth with value of 0.317, Social Influence and Recommendation has the fifth highest regression coefficient on Performance Expectancy with value of 0.239, Perceived Website Quality has the sixth highest regression coefficient on Performance Expectancy with value of 0.233, Customer Satisfaction has the seventh highest regression coefficient on Word-of-Mouth with value of 0.215, Performance Expectancy has the eighth highest regression coefficient on Word-of-Mouth with value of 0.194, Experience has the ninth highest regression coefficient on Performance Expectancy with value of 0.072, and lastly, Customer Satisfaction has the lowest regression coefficient on Trust with value of 0.057