Authors : Angga Febrian and Muhtad Fadly
Abstract: The digital era which is increasingly becoming massive in people’s lives, it also has an impact on the change of traditional sales methods to digital. e-Commerce companies compete in winning the competition to create superior customer value. An effective and efficient marketing strategy is needed that can influence customer buying intentions. One that can be used in marketing communication is an electronic word of mouth. This research focuses on the effect of customer satisfaction that can create electronic word of mouth that has an impact on increasing brand equity and adding collectivist culture moderator variables. Distribution of questionnaires Likert scale to 280 respondents who have used e-Commerce in purchases and analyzed using the SmartPls 3.0. The results state that there is a significant relationship between the independent and dependent variables and the moderator variable entered gets insignificant results so the results state that the moderator variable is more appropriate to be an independent variable. This research contributes to the testing of cultural moderator variables that make the independent variables able to generalize the findings.
Angga Febrian and Muhtad Fadly, 2020. The Effect of Electronic Word of Mouth in Influencing e-Commerce Customer’s Purchase Intentions on Collectivist Culture. International Business Management, 14: 256-264.