The Influence of Word-of-mouth Advertising and Technological Innovations on The Customer Experience in E-Commerce.

Nila Astiti; Dicky Hida Syahchari; Soraya Agustina Situmorang

Authors

Nila Astiti Management Department, BINUS Business School, Bina Nusantara University
Dicky Hida Syahchari Management Program, BINUS Business School, Bina Nusantara University
Soraya Agustina Situmorang Management Program, BINUS Business School, Bina Nusantara University

Keywords:

Customer Experience, E-Commerce, Technological Innovations, Word-of-mouth Advertising

Abstract

E-commerce has replaced traditional retail, offering corporations financial savings and giving customers a streamlined experience enhanced by user-friendliness, customization, prompt customer support, and transaction security. Favorable consumer experiences facilitate word-of-mouth (WOM) promotion, which impacts purchasing choices and strengthens brand loyalty. Integrating advanced technologies, like artificial intelligence-powered customization and streamlined mobile applications, enhances consumer experiences, promotes brand loyalty, and facilitates efficient interactions. This research aims to examine the relationship between word-of-mouth advertising, technical innovation, and consumer experience in electronic commerce. The quantitative study methodology included a sample size of 120 individuals from the Greater Jakarta area, with data analysis conducted using SPSS. The findings demonstrate substantial beneficial effects of word-of-mouth (WOM) and technology innovation on consumer experience. The results indicate that e-commerce enterprises should allocate resources towards cutting-edge technology and promote good word-of-mouth to improve consumer experiences and sustain competition. Subsequent investigations should investigate supplementary variables such as service quality, customization, and the omnichannel experience.

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