Analisis Pengaruh Social Media Usage, Electronic Word Of Mouth serta Trust sebagai Mediator terhadap Purchase Decision Involvement di Perusahaan Online Retail SOCIOLLA = Analysis of the effect of social media usage, electronic word of mouth and trust as mediator towards purchase decision involvement in SOCIOLLA online retail company

Lidya, Lidya (2021) Analisis Pengaruh Social Media Usage, Electronic Word Of Mouth serta Trust sebagai Mediator terhadap Purchase Decision Involvement di Perusahaan Online Retail SOCIOLLA = Analysis of the effect of social media usage, electronic word of mouth and trust as mediator towards purchase decision involvement in SOCIOLLA online retail company. Bachelor thesis, Universitas Pelita Harapan.

	Text (Title) Title.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (777kB)
Preview	Text (Abstract) Abstract.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (186kB) | Preview
Preview	Text (ToC) ToC.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (896kB) | Preview
Preview	Text (Chapter 1) Chapter1.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB) | Preview
	Text (Chapter 2) Chapter2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Chapter 3) Chapter3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Chapter 4) Chapter4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Chapter 5) Chapter5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (525kB)
Preview	Text (Bibliography) Bibliography.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (592kB) | Preview
	Text (Appendices) Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (4MB)

Abstract

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh antara Social Media Usage, Electronic Word of Mouth serta Trust sebagai mediator terhadap Purchase Decision Involvement. Penelitian ini akan membahas perusahaan online retail yaitu perusahaan Sociolla menggunakan pendekatan kuantitatif dengan metode pengumpulan data kuisioner. Kuisioner berupa Google Form disebarkan kepada responden yang berdomisili di Jabodetabek maupun non-Jabodetabek. Model pengukuran pada penelitian ini dianalisis dengan menggunakan aplikasi SmartPLS 3.0. Terdiri dari model luar yaitu uji validitas dan uji reliabilitas, serta model dalam yang menguji R-square, T-statistik dan P-value. SEM digunakan untuk menguji hubungan konstruk dalam kerangka teori penelitian ini. Penelitian menunjukkan bahwa Social Media Usage, Electronic Word of Mouth, serta Trust sebagai mediator memiliki hubungan yang signifikan terhadap Purchase Decision Involvement. Penelitian ini diharapkan dapat beguna bagi perusahaan Sociolla serta memperluas kontribusi penelitian sebelumnya. / The purpose of this study was to determine the effect of Social Media Usage, Electronic Word of Mouth and Trust as mediator towards Purchase Decision Involvement. This study will discuss an online retail company named Sociolla using a quantitative approach with questionnaire data collection methods. Questionnaires in the form of Google Forms distributed to respondents who live in Jabodetabek and non-Jabodetabek areas. The measurement model in this study was analyzed using SmartPLS 3.0 application. It consists of an external model (validity and reliability tests) as well as internal model (R-square, T-statistics and P-value). SEM is used to test the relationship between constructs within the theoretical framework of this research. Research shows that Social Media Usage, Electronic Word of Mouth, and Trust have a significant relationship towards Purchase Decision Involvement. This research is expected to be useful for Sociolla company and expand the contribution of previous research.

Actions (login required)

View Item