Konsekuensi dari source credible online review
Info Katalog
File Repositori
Nomor Panggil : 022160003
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2020
Pembimbing 1 : Iwan Ekawanto
Subyek : Commerce - Marketing
Kata Kunci : source credible online review, brand awareness, perceived value, perceived quality, purchase intenti
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2020_TA_MJ_022160003_Halaman-Judul.pdf | -1 | |
| 2. | 2020_TA_MJ_022160003_Bab-1.pdf | 7 | |
| 3. | 2020_TA_MJ_022160003_Bab-2.pdf |
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| 4. | 2020_TA_MJ_022160003_Bab-3.pdf |
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| 5. | 2020_TA_MJ_022160003_Bab-4.pdf |
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| 6. | 2020_TA_MJ_022160003_Bab-5.pdf |
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| 7. | 2020_TA_MJ_022160003_Daftar-Pustaka.pdf | ||
| 8. | 2020_TA_MJ_022160003_Lampiran.pdf |
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P enelitian ini bertujuan untuk menguji pengaruh source credible online review terhadap brand awareness, perceived value, perceived quality terhadap purchase intention. Metode pengumpulan data penelitian ini menggunakan kuesioner dengan teknik purposive sampling kepada 174 responden yang pernah berbelanja online pada aplikasi Shoope, Bukalapak, dan Lazada. Alat analisis yang digunakan adalah Structural Equation Modeling (SEM) melalui program AMOS dan SPSS. Hasil penelitian ini menunjukan bahwa source credible online review berpengaruh positif terhadap brand awareness, source credible online review berpengaruh positif terhadap perceived value, source credible online review berpengaruh positif terhadap perceived quality, brand awareness berpengaruh positif terhadap purchase intention, perceived value awareness berpengaruh positif terhadap purchase intention.
T his study aims to examine the effect of source credible online review on brand awareness, perceived value, perceived quality of purchase intention. This research data collection method used a questionnaire with a purposive sampling technique to 174 respondents who have shopped online on the Shoope, Bukalapak and Lazada applications. The analytical tool used is Structural Equation Modeling (SEM) through AMOS and SPSS programs. The results of this study indicate that source credible online review has a positive effect on brand awareness, source credible online review has a positive effect on perceived value, source credible online review has a positive effect on perceived quality, brand awareness has a positive effect on purchase intention, perceived value has a positive effect on purchases intention.
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