Pengaruh active user of social media, technological sophistication with mobile technology, family influence dan peer influence terhadap eWOM dari generasi Y
Info Katalog
File Repositori
Nomor Panggil : 2018_TA_MJ_022142009
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2018
Pembimbing 1 : Robert Kristaung
Subyek : Active users of social media;Marketing management
Kata Kunci : active users of social media, technological sophistication with mobile technology, family Influence
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2018_TA_MJ_022142009_Halaman-Judul.pdf | ||
| 2. | 2018_TA_MJ_022142009_Bab-1.pdf | 7 | |
| 3. | 2018_TA_MJ_022142009_Bab-2.pdf |
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| 4. | 2018_TA_MJ_022142009_Bab-3.pdf |
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| 5. | 2018_TA_MJ_022142009_Bab-4.pdf |
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| 6. | 2018_TA_MJ_022142009_Bab-5.pdf |
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| 7. | 2018_TA_MJ_022142009_Daftar-Pustaka.pdf | ||
| 8. | 2018_TA_MJ_022142009_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh active users ofsocial media, technological sophistication with mobile technology, family influence,dan peer influece terhadap eWOM. Sampel yang digunakan dalam penelitian iniberjumlah 275 responden dan dikumpulkan dengan metode purposive sampling.Pengujian dilakukan dengan metode SEM (Structural Equation Model). Hasil daripenelitian ini adalah (1) active users of social media berpengaruh positif terhadapeWOM (2) technological sophistication with mobile technology tidak berpengaruhpositif terhadap eWOM, (3) family influence berpengaruh positif terhadap eWOM, (4)peer influence berpengaruh positif terhadap eWOM.
T The objective of this study is to examine and analyze the effect of social active usersof social media, technological sophistication with mobile technology, familyinfluence, and peer influece toward eWOM. The samples being used in this study is275 respondents. The data collection method being used by this study is purposivesampling. The testing is conducted by SEM (Structural Equation Model). Thefindings of this study are: (1) active users of social media has positive effect towardeWOM, (2) technological sophistication with mobile technology has no positiveeffect toward eWOM, (3) family Influence has positive eWOM (4) peer influence haspositive effect toward eWOM.
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