The  Influence of E-WOM and Website Design on Consumer Online Purchasing Decisions: The Influence of E-WOM and Website Design on Consumer Online Purchasing Decisions

rian saputra; Suhandoko Goro Prasetyo; Ibnu Fauzan Hermawan Putra

doi:10.59247/bim.v2i1.224

Authors

rian saputra UGM
Suhandoko Goro Prasetyo University College London
Ibnu Fauzan Hermawan Putra Universitas Muhammadiyah Yogyakarta

DOI:

https://doi.org/10.59247/bim.v2i1.224

Keywords:

Electronic Word of Mouth, Website Design, Purchase Decisions, Online Consumers

Abstract

This research aims to analyze the influence of Electronic Word of Mouth (E-WOM) and website design on consumers' online purchasing decisions. In the current digital era, E-WOM and website design are crucial factors that influence consumer behavior in making online purchases. E-WOM is consumer reviews, recommendations or comments spread through digital platforms and social media, while website design includes the layout, navigation, aesthetics and functionality of the website. The research method used is a quantitative survey by distributing questionnaires to a number of respondents who have made online purchases. Data were analyzed using linear regression techniques to identify the extent to which E-WOM and website design influence purchasing decisions. The research results show that E-WOM has a significant influence on purchasing decisions, where positive reviews increase consumer trust and interest. Website design has also proven to have a significant impact, with an intuitive and attractive design that can improve user experience and facilitate the transaction process. The conclusion of this research is that both E-WOM and website design are important determinants in consumers' online purchasing decisions, so online business people need to pay attention to these two aspects to increase sales and customer satisfaction.

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The Influence of E-WOM and Website Design on Consumer Online Purchasing Decisions