Sandro Parulian Fernando, Satria Bangsawan, Dorothy Rouly
Master Program in Management Faculty of Economics and Business, the University of Lampung, Indonesia.
E-WOM Participation in Indonesia Online Marketplace
Authors
Abstract
This study aims to investigate determinant factors of electronic word of mouth (E-WOM) participation and its effect on consumer loyalty by implementing a quantitative research method. The data used were 205 Indonesian respondents who had previously used the online marketplace, collected by using the purposive sampling technique and analyzed by using the Partial Least Square (SmartPLS 3.0). The results show that E-WOM participation is just only determined by internal motivation, and then E-WOM indirectly affects consumer loyalty through the personal site and social site identification.