Pengaruh social media usage dan electronic word of mouth (e-wom) terhadap purchase decision involvement yang dimediasi oleh trust

DETAIL KOLEKSI

Pengaruh social media usage dan electronic word of mouth (e-wom) terhadap purchase decision involvement yang dimediasi oleh trust

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Oleh : Jessy Rut Meliasna

Info Katalog

Nomor Panggil : 2018_TA_MJ_022164021

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2018

Pembimbing 1 : Willy Arafah

Subyek : Social media usage;Marketing management

Kata Kunci : social media usage, electronic word of mouth, trust, purchase decision involvement

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2018_TA_MJ_022164021_Halaman-Judul.pdf	20
2.	2018_TA_MJ_022164021_Bab-1.pdf	11
3.	2018_TA_MJ_022164021_Bab-2.pdf
4.	2018_TA_MJ_022164021_Bab-3-.pdf
5.	2018_TA_MJ_022164021_Bab-4.pdf
6.	2018_TA_MJ_022164021_Bab-5.pdf
7.	2018_TA_MJ_022164021_Daftar-Pustaka.pdf	4
8.	2018_TA_MJ_022164021_Lampiran.pdf

Abstrak
Abstract

P enelitian ini menguji pengaruh Social Media Usage, Electronic Word of Mouth terhadap Purchase Decision Involvement yang dimediasi oleh Trust pada empat kedai kopi lokal yaitu Kedai Kopi Tuku, Dibawah Tangga, Kopi Kalyan dan Kopi Kulo. Sampel yang digunakan adalah sebanyak 200 konsumen penikmat produk Kedai Kopi Tuku, Dibawah Tangga, Kopi Kalyan dan Kopi Kulo. Analisis data dilakukan dengan menggunakan analisis Structural Equation Modeling (SEM). Hasil penelitian ini menunjukkan bahwa Social Media Usage berpengaruh positif terhadap Purchase Decision Involvement, Electronic Word of Mouth tidak berpengaruh positif terhadap Purchase Decision Involvement, Social Media Usage berpengaruh terhadap Trust , Electronic Word of Mouth (E-WOM) berpengaruh terhadap Trust, Social Media usage mempunyai pengaruh positif terhadap purchase decision involvement yang dimediasi oleh trust, dan Electronic Word of Mouth tidak berpengaruh positif terhadap Purchase decision involvement yang dimediasi oleh Trust

T his study examines the influence of Social Media Usage and Electronic Word of Mouth towards purchase decision involvement mediated by trust on local coffee shop those are Kedai Kopi Tuku, Dibawah Tangga, Kopi Kalyan dan Kopi Kulo . The samples used are 200 consumers who like to taste the product of Kedai Kopi Tuku, Dibawah Tangga, Kopi Kalyan dan Kopi Kulo. This thesis is used Structural Equation Modeling Analysis tool. The results of this study indicate that Social Media Usage has a positive effect on Purchase Decision Involvement, Electronic Word of Mouth doesnâ€™t has a positive effect on Purchase Decision Involvement, that Social Media Usage has a positive effect on Trust, Electronic Word of Mouth has a positive effect on Trust, Social Media Usage has a positive effect to Purchase Decision Involvement towards Trust, and Electronic Word of Mouth doesnâ€™t has a positive effect to Purchase Decision Involvement towards Trust.