A COMPARATIVE ANALYSIS OF MALE AND FEMALE WHO BUY ON INSTAGRAM ONLINE SHOP
Abstract: This research aims
to see if there is significant difference between Male and Female customers of
Instagram Online Shop based on Electronic Word-of-Mouth and Perceived
Ease-of-Use. This research type is descriptive with quantitative method, using
Independent Sample T-Test as analytical tool. The sample size of this research
is 100 Customer divided to 50 Male and 50 Female as respondents. Simple Random
Sampling was used to collecting data through questionnaire. The result shows
that there is no significant difference based on Electronic Word-of-Mouth and
there is significant difference based on Perceived Ease-of-Use between Male and
Female customers. Female gives bigger perception toward Perceived Ease-of-Use
because demographically most of Instagram Users are Females, it makes them
easier and get used to using Instagram Feature rather than Male. Future
Recommendation for Online Shop owner to give clear information about the
product that they are going to sell because each people have different
abilities and experience regarding using Instagram Features. Hence it can
increase sales if they can focus well enough for the improvement.
Keywords: electronic
word-of-mouth, perceived ease-of-use, gender differences, independent sample
t-test
Penulis: Chrisly Yosua Rompas,
James D.D Massie, Ferdinand J Tumewu
Kode Jurnal: jpmanajemendd170748
