Pengaruh social interaction, information dan entertainment terhadap consumer shopping behavior dengan ewom sebagai mediating variabel

Sihombing, Lisa Margareth (2019) Pengaruh social interaction, information dan entertainment terhadap consumer shopping behavior dengan ewom sebagai mediating variabel. Masters thesis, Universitas Pelita Harapan.

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Abstract

The purpose of this research is identifying whether is there any positive and significant influence of Social Interaction variable on Electronic word of mouth, Information variable on Electronic word of mouth, Entertainment variable on Electronic word of mouth, Electronic word of mouth on Consumer shopping behavior. Also, the positive and siginifcant influence of Social Interaction variable on Consumer shopping behavior where Electronic word of mouth as a mediating variable, Information variable on Consumer shopping behavior where Electronic word of mouth as a mediating variable and Entertainment variable on Consumer shopping behavior where Electronic word of mouth as a mediating variable. Also, the positive and significant influence of Social interaction variable on Consumer shopping behavior, Information variable on Consumer shopping behavior and Entertainment variable on Consumer shopping behavior. This research is using quantitative method with 252 responden. The result is a positive and significant influence of Information on Consumer shopping behavior. / Penelitian ini bertujuan untuk mengetahui apakah ada pengaruh positif dan signifikan antara variabel Social Interaction terhadap EWOM, variabel Information terhadap EWOM, variabel Entertainment terhadap EWOM, variabel EWOM terhadap Consumer Shopping Behavior. Selain itu penelitian ini juga ingin menguji apakah ada pengaruh antara variabel Social Interaction terhadap Consuemer Shopping Behavior melalui EWOM, variabel Information terhadap Consumer Shopping Behavior melalui EWOM, variabel Entertainment terhadap Consumer Shopping Behavior melalui EWOM. Selain itu, apakah ada pengaruh positif dan signifikan antara variabel Social Interaction terhadap Consumer Shopping Behavior, variabel Information terhadap Consumer Shopping Behavior dan variabel Entertainment terhadap Consumer Shopping Behavior. Penelitian ini menggunakan metode kuantitatif, menggunakan kuesioner dan software SmartPLS dalam perhitungannya. Sampel yang digunakan sebanyak 252 responden dan hasilnya adalah terdapat pengaruh yang positif dan signifikan dari variabel Information terhadap Consumer Shopping Behavior.

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