THE EFFECTS OF ARGUMENT QUALITY AND SOURCES CREDIBILITY ON eWOM CREDIBILITY AND ONLINE REVIEWS ADOPTION

ABSTRACT Online reviews have provided many benefits, one of which related the speed and ease that are offered to the consumer in finding a wide range of information related products or services without the limited time and space. This purpose of this study was to determine the influence of the argument quality and the sources credibility on eWOM credibility and online reviews adoption. The samples were 100 respondents from all over Denpasar taken with the purposive sampling method and Partial Least Square (PLS). The study found that argument quality (X1) and source credibility (X2) has a positive and significant effect on online reviews adoption (Y2). Furthermore, eWOM credibility (Y1) has a positive and significant effect on online reviews adoption (Y2). Finally, argument quality (X1) and source credibility (X2) has a positive and significant effect on eWOM credibility eWOM credibility (Y1).