PENGARUH E-WOM TERHADAP PURCHASE INTENTION MELALUI VALUE CO-CREATION PADA CV. KURAKU INDONESIA

Abstract

The development of the pet business is experiencing steady growth, even the majority of the entire population in the world owns at least one pet. The existence of this phenomenon is certainly a good opportunity for CV.Kuraku Indonesia, which is a business engaged in animal importing and turtle conservation in Surabaya. This study aims to determine the effect of e-WOM on purchase intention through value co-creation at CV.Kuraku Indonesia. This study uses a quantitative approach using purposive sampling technique and the Slovin formula to determine the number of samples. The population in this study are prospective customers of CV. Kuraku Indonesia who follow the fanpage page on Facebook social media. The sample used in this study were 130 respondents. The data collection method uses a questionnaire method that uses a Likert Scale with the Partial Least Square (PLS) analysis method with the SmartPLS 3.0 tool. The results of this study indicate that e-WOM has a significant effect on purchase intention, e-WOM has a significant effect on value co-creation, value co-creation has a significant effect on purchase intention, and value co-creation mediates the relationship between e-WOM and purchase intention. In the mediation effect test, it was found that the mediation was partially mediated or there was mediation in the model (partial mediated). Keywords: e-WOM, purchase intent