Anteseden dari purchase intention terhadap brand fashion lokal

DETAIL KOLEKSI

Anteseden dari purchase intention terhadap brand fashion lokal

Oleh : Rifa Nabilahafsah Lubis

Info Katalog

Nomor Panggil : 022001906005

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2023

Pembimbing 1 : Sri Vandayuli Riorini

Subyek : Consumer behavior;Brand loyalty

Kata Kunci : source credibility, source style, argument quality, homophily, eWOM credibility, eWOM adoption, purc

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2023_TA_SMJ_022001906005_Halaman-Judul.pdf
2.	2023_TA_SMJ_022001906005_Lembar-Pengesahan.pdf	6
3.	2023_TA_SMJ_022001906005_Bab-1_Pendahuluan.pdf	13
4.	2023_TA_SMJ_022001906005_Bab-2_Tinjauan-Pustaka.pdf	23
5.	2023_TA_SMJ_022001906005_Bab-3_Metodologi-Penelitian.pdf	26
6.	2023_TA_SMJ_022001906005_Bab-4_Analisis-dan-Pembahasan.pdf	29
7.	2023_TA_SMJ_022001906005_Bab-5_Kesimpulan.pdf	21
8.	2023_TA_SMJ_022001906005_Daftar-Pustaka.pdf	5
9.	2023_TA_SMJ_022001906005_Lampiran.pdf	104

Abstrak
Abstract

P enelitian ini bertujuan menguji dan menganalisis peran source credibility, sourcestyle, argument quality, dan homophily terhadap eWOM credibility dan eWOMadoption terhadap purchase intention pada pengguna social media instagram dantiktok. Sampel yang digunakan dalam penelitian ini berjumlah 220 responden. Jenispenelitian yang digunakan adalah uji hipotesis menggunakan cross sectional dengandata yang akan digunakan pada penelitian ini adalah data primer melalui penyebarankuesioner kepada unit analisis yang dituju, dengan teknik teknik pengambilan sampelyang digunakan adalah purposive sampling. Data dianalisis menggunakan metodeStructural Equation Model (SEM) sehingga hasil data penelitian ini, yaitu: sourcecredibility memiliki dampak positif pada eWOM credibility, source style tidakberpengaruh positif terhadap eWOM credibility, argument quality berpengaruh positifterhadap eWOM credibility, homophily memiliki dampak positif pada eWOMcredibility, eWOM credibility memiliki dampak positif pada eWOM adoption, eWOMadoption memiliki efek positif pada purchase intention.

T he purpose of this study was to examine and analyze the role of source credibility,source style, argument quality, and homophily on eWOM credibility and eWOMadoption on purchase intention of Instagram and TikTok social media users. Thesample used in this study amounted to 220 respondents. The type of research used ishypothesis testing using cross sectional with the data to be used in this study is primarydata through distributing questionnaires to the intended unit of analysis, the samplingtechnique used is purposive sampling. Data were analyzed using the StructuralEquation Model (SEM) method so the results of this study are: source credibility hasa positive impact on eWOM credibility, source style has no positive effect on eWOMcredibility, argument quality has a positive effect on eWOM credibility, homophily hasa positive impact on eWOM credibility, eWOM credibility has a positive impact oneWOM adoption, eWOM adoption has a positive effect on purchase intention.