Pengaruh social media usage dan electronic word of mouth terhadap purchase decision involvement melalui trust

DETAIL KOLEKSI

Pengaruh social media usage dan electronic word of mouth terhadap purchase decision involvement melalui trust

Oleh : Muhammad Alif Ramadan

Info Katalog

Nomor Panggil : 2019_TA_MJ_022142024

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2019

Pembimbing 1 : Ina Oktaviana Matusin

Subyek : Purchase decision involvment - Brand credibility;Marketing management - Brand image

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

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2019_TA_MJ_022142024_Halaman-Judul.pdf	17
2.	2019_TA_MJ_022142024_Bab-1.pdf	7
3.	2019_TA_MJ_022142024_Bab-2.pdf
4.	2019_TA_MJ_022142024_Bab-3.pdf
5.	2019_TA_MJ_022142024_Bab-4.pdf
6.	2019_TA_MJ_022142024_Bab-5.pdf
7.	2019_TA_MJ_022142024_Daftar-pustaka.pdf	-1
8.	2019_TA_MJ_022142024_Lampiran.pdf

Abstrak
Abstract

P enelitian ini menguji pengaruh Social Media Usage dan Electronic Word of Mouth terhadap pengambilan keputusan pembelian pada produk olah raga Adidas minimal 2 kali dalam 1 tahun terakhir. Sampel yang digunakan adalah sebanyak 200 responden yang memiliki media sosial dan pernah membeli dan membaca review online pada platform media sosial. Metode yang digunakan adalah metode non-probability convenience sampling method dengan menggunakan alat Analisa Structural Equation Modeling. Hasil penelitian ini menunjukkan bahwa Social Media Usage berpengaruh signifikan terhadap Purchase Decision Involvement,Electronic Word of Mouth berpengaruh signifikan terhadap Purchase Decision Involvement,Social Media Usage berpengaruh signifikan terhadap Purchase Decision Involvement melalui Trust, dan Electronic Word of Mouth berpengaruh signifikan terhadap Purchase Decision Involvement melalui Trust.

T his study examines the effect of Social Media Usage and Electronic Word of Mouth on purchasing decisions on Adidas sports products at least 2 times in the last 1 year. The sample used is as many as 200 respondents who have social media and have bought and read online reviews on social media platforms. The method used is a non-probability convenience sampling method using Structural Equation Modeling Analysis tools. The results of this study indicate that Social Media Usage has a significant effect on Purchase Decision Involvement,Electronic Word of Mouth has a significant effect on Purchase Decision Involvement, Social Media Usage has a significant effect on Purchase Decision Involvement through Trust, and Electronic Word of Mouth has a significant effect on Purchase Decision Involvement through Trust.