Pengaruh electronic word of mouth terhadap purchase intention
Info Katalog
File Repositori
Nomor Panggil : 022131028
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2017
Pembimbing 1 : Ina Oktaviana Matusin
Subyek : Information quality;Marketing management
Kata Kunci : information credibility, needs of information, attitude towards information
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2017_TA_MJ_022131028_Halaman-Judul.pdf | ||
| 2. | 2017_TA_MJ_022131028_Bab-1.pdf | 8 | |
| 3. | 2017_TA_MJ_022131028_Bab-2.pdf |
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| 4. | 2017_TA_MJ_022131028_Bab-3.pdf |
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| 5. | 2017_TA_MJ_022131028_Bab-4.pdf |
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| 6. | 2017_TA_MJ_022131028_Bab-5.pdf |
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| 7. | 2017_TA_MJ_022131028_Daftar-Pustaka.pdf | ||
| 8. | 2017_TA_MJ_022131028_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menganalisis pengaruh Electronic Word of Mouth terhadap Purchase Intention yang sangat penting untuk pengambilan keputusan manajer pemasaran.Penelitian ini dilakukan pada konsumen yang pernah menggunakan aplikasi Zomato dan mengambil sampel sebanyak 105 dari konsumen yang pernah menggunakan aplikasi Zomato minimal 2 kali dalam 1 bulan selama 1 tahun terakhir. Metode yang digunakan adalah metode non-probability sampling dengan teknik convinience sampling dan menggunakan alat analisa SPSS.Hasil dari penelitian ini adalah (1) Information Adoption berpengaruh positif terhadap Purchase Intention (2) Information Usefulness berpengaruh positif terhadap Information Adoption (3) Information Quality berpengaruh positif terhadap Information Usefulness. (4) Information Credibility tidak berpengaruh positif terhadap Information Usefulness (5) Needs of Information berpengaruh positif terhadap Information Usefulness. (6) Attitude towards Information berpengaruh positif terhadap Information Usefulness. (7) Attitude towards Information berpengaruh positf terhadap Purchase Interntion.
T This research aims to analyze the influence of electronic word mouth on purchase intention, that is very important for marketing manager decision making.The study was conducted on consumers who had used Zomato app and took 105 samples from consumers who had used the app at least 2 times in 1 month for the last 1 year. The method used in this research is non-probability sampling method with convinience sampling technique and using SPSS analysis tool.The results of this study are (1) Information Adoption is positively affected to Purchase Intention. (2) Information Usefulness is positively affected to Information Adoption. (3) Information Quality is positively affected to Information Usefulness. (4) Information Credibily is not positively affected to Information Usefulness. (5) Needs of Information is positively affected to Information Usefulness. (6) Attitude towards Information is positively affected to Information Usefulness. (7) Attitude towards Information is positively affected to Purchase Intention.
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