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Word of Mouse : How eWOM Influence Consumer Behavior (a Study of UNTAG Surabaya Student)

Susanti, Nanis (2020) Word of Mouse : How eWOM Influence Consumer Behavior (a Study of UNTAG Surabaya Student). In: The 2nd International Conference on Business and Banking Innovations (ICOBBI) 2020, 14 - 15 Agustus 2020, STIE Perbanas Surabaya.

16. Word of Mouse_How e-WOM Influence Consumer Behavior (A Study of UNTAG Surabaya Student).pdf

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This research was conducted to discuss student online browsing behavior in term of online shopping. The method used was a Qualitative Inquiry, 44 students were involved as informants. They sent the text of their online browsing experience via email. Data collect through written interviews by developing flexible guides throughout this step. Data confirmation was carried out twice to clarify the findings. Data processing is carried out meaning full statement then stated the themes and sub themes. Data analysis was carried out by presenting anecdotes conveyed by students in their experience descriptions about eWOM. The one aspect that was revealed is students' preference for eWOM consisted of product reviews in online stores and other media explorations. The research findings state that eWOM is able to: convince students' perceptions about product / store quality, provide price preferences to manage purchase plans or purchase decision, present recreational content that overcomes boredom, generate ideas for doing business online. The new finding in this study is Hedonic – saving price shopping in student level.

Item Type: Conference or Workshop Item (Paper)
Divisions: ICOBBI (International Conference of Business and Banking Innovations)
Depositing User: Perpustakaan Universitas Hayam Wuruk Perbanas Surabaya
Date Deposited: 10 Oct 2020 17:56
Last Modified: 20 Oct 2020 05:20

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