The role of E-wom in the theory of planned behavior of customer intention to purchase lubricant at shell petrol station

About Us

Ipmi Repository is an online archive service which is managed by IPMI Library - Learning Resource Center. Established for collecting, managing, saving, preserving and disseminating digital copies of intellectual output of IPMI International Business School such as academic journal, books, theses, Group Field Project, Community Involvement Project, Case Study, conference paper, and other types of research publication. The main objective of this repository is to provide long-term, public, open access and easily retrieve to the digital collection to support teaching-learning process.

"Knowledge without observation is nil"

Budi, Fadhillah Indra (2023) The role of E-wom in the theory of planned behavior of customer intention to purchase lubricant at shell petrol station. Graduate thesis, Sekolah Tinggi Manajemen IPMI.

[img] Text
Fadhillah Indra Budi.pdf
Restricted to Registered users only
Download (1MB)

Abstract

World-of-mouth (WOM) in marketing-focused literature, provides informal positive or negative communication between customers about brands, products, or services. In the digital era, WOM has evolved into electronic word-of-mouth (eWOM), enabling customers to access information faster and easier. However, there is limited research looking at the eWOM as a moderating variable toward purchase intention in the theory of planned behavior (TPB) model. This research aims to determine whether there is an effect of eWOM as moderating role on customer intention in the TPB Model, to purchase lubricant products at shell petrol station. There are 226 data as basic materials for research, obtained from primary data or quantitative data, using purposive or non-probability sampling tehniques, and processed using PLS-SEM version 3.0. The finding shows there are several positive significant results such as the perceived behavioral control variable on purchase intention, subjective norm on purchase intention, and eWOM moderation on subjective Norm towards purchase intention. This research has added knowledge to the marketing literature. It also gives a strong insight to petrol station owners about customer behavior. Therefore, the owners could make decisions to increase sales and profitability. For future research, there should be more than one shell petrol station, carried out at the level of a wider area (e.g., city or region), or conducting comparative research between different brands

Item Type: Thesis (Graduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Master of Business Administration
Depositing User: Dede Faujiah
Date Deposited: 21 Feb 2023 08:48
Last Modified: 21 Feb 2023 08:48
URI: http://repository.ipmi.ac.id/id/eprint/1822

Actions (login required)

View Item View Item