DETAIL KOLEKSI

Pengaruh e-wom terhadap purchase intention


Oleh : Adinda Putri Ramdhani

Info Katalog

Nomor Panggil : 022001801026

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2022

Pembimbing 1 : Harsini Soetomo

Subyek : Marketing - Management;Social media

Kata Kunci : the quality of e-wom, the quantity of e-wom, source credibility of e-wom, information provider's exp


File Repositori
No. Nama File Ukuran (KB) Status
1. 2022_TA_SMJ_022001801026_Halaman-Judul.pdf 311.93
2. 2022_TA_SMJ_022001801026_Lembar-Pengesahan.pdf 223.36
3. 2022_TA_SMJ_022001801026_Bab-1-Pendahuluan.pdf 350.4
4. 2022_TA_SMJ_022001801026_Bab-2-Tinjauan-Pustaka.pdf 456.17
5. 2022_TA_SMJ_022001801026_Bab-3-Metode-Penelitian.pdf 468.66
6. 2022_TA_SMJ_022001801026_Bab-4-Analisis-dan--Pembahasan.pdf 445.91
7. 2022_TA_SMJ_022001801026_Bab-5-Kesimpulan.pdf 168.48
8. 2022_TA_SMJ_022001801026_Daftar-Pustaka.pdf 267.56
9. 2022_TA_SMJ_022001801026_Lampiran.pdf 443.51

P Penelitian ini bertujuan untuk menguji dan menganalisa pengaruh e-WOM terhadap niat beli (Purchase Intention). Objek pada penelitian ini adalah produk kosmetik dengan merek lokal. Metode yang digunakan adalah non-probability sampling dengan teknik purposive sampling kepada 190 responden. Pengujian hipotesis menggunakan alat analisis berupa Structural Equation Model (SEM) dengan bantuan program Analysis of Moment Structure (AMOS) dan Regresi Linear Sederhana dengan bantuan Statistical Program for Social Science (SPSS).Hasil dari penelitian ini menyimpulkan bahwa (1) e-WOM memiliki pengaruh positif terhadap Purchase Intention, (2) The Quality of e-WOM memiliki pengaruh positif terhadap Purchase Intention, (3) The Quantity of e-WOM memiliki pengaruh positif erhadap Purchase Intention, (4) Source Credibility of e-WOM memiliki pengaruh positif terhadap Purchase Intention, (5) dan Information Provider’s Expertise memiliki pengaruh positif terhadap Purchase Intention.

T This research aims to test and analyze the effect of e-WOM on purchase intention. The object of the study is cosmetic products with local brands. The method used was non-probability sampling with purposive sampling technique to 190 respondents. Hypothesis testing using analytical tools in the form of Structural Equation Model (SEM) with the help of the Analysis of Moment Structure (AMOS) program and Simple Linear Regression with the help of the Statistical Program for Social Science (SPSS).The results of this study concluded that (1) e-WOM has a positive influence on Purchase Intention, (2) The Quality of e-WOM has a positive influence on Purchase Intention, (3) The Quantity of e-WOM has a positive influence on Purchase Intention, (4) Source Credibility of e-WOM has a positive influence on Purchase Intention, (5) and Information Provider's Expertise has a positive influence on Purchase Intention.

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