Pengaruh modal kognitif, structural, dan relasional, interaksi sosial, kepercayaan dan manfaat yang dirasakan terhadap niat membeli : berbagi pengetahuan sebagai variabel mediasi

Arifin, Jessica Kierey (2022) Pengaruh modal kognitif, structural, dan relasional, interaksi sosial, kepercayaan dan manfaat yang dirasakan terhadap niat membeli : berbagi pengetahuan sebagai variabel mediasi. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Perkembangan industri kosmetik dan perawatan tubuh mengalami potensi yang cukup baik, sehingga membuat pelaku bisnis perlu untuk memahami praktik terbaik untuk membangun berbagi pengetahuan dan meningkatkan minat beli. Khususnya objek yang digunakan pada penelitian ini yaitu Sociolla. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh modal kognitif, struktural, relasional, dan interaksi sosial, kepercayaan, dan manfaat yang dirasakan terhadap niat membeli melalui berbagi pengetahuan sebagai variabel mediasi. Penelitian ini menggunakan metode kuantitatif dan teknik pengumpulan data dilakukan dengan menyebar kuesioner elektronik dengan menggunakan metode non-probability sampling, yaitu sampling bertujuan. Sampel yang diambil untuk penelitian ini adalah 205 responden. Data tersebut diperoleh dan dianalisis menggunakan PLS- Structural Equation Modeling dengan alat analisis SmartPLS. Dalam penelitian ini terdapat tiga belas hipotesis yang menunjukan hasil bahwa tiga belas hipotesis didukung dan dua tidak didukung. Penelitian ini memberikan implikasi teoritis, manajerial implikasi, dan rekomendasi untuk penelitian lebih lanjut. / The development of the cosmetic and body care industry has quite good potential, thus making it necessary for business people to understand best practices to build knowledge sharing and increase buying intention. In particular, the object used in this research is Sociolla. This study aims to examine and analyze the effect of cognitive, structural, relational, and social interaction, trust, and perceived benefits on purchase intention through knowledge sharing as a mediating variable. This study used quantitative methods and data collection techniques were carried out by distributing electronic questionnaires using the non-probability sampling method, purposive sampling. The sample taken for this study was 205 respondents. The data was obtained and analyzed using PLS- Structural Equation Modeling with the SmartPLS analysis tool. In this study, there were thirteen hypotheses which showed that thirteen hypotheses were supported and two were not supported. This study provides theoretical implications, managerial implications, and recommendations for further research.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Arifin, Jessica KiereyNIM01011180431jesskierey@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorSihombing, Sabrina OktoriaNID0316107002sabrina.sihombing@uph.edu
Uncontrolled Keywords: modal kognitif ; modal struktural ; modal relasional ; interaksi sosial ; kepercayaan ; manfaat yang dirasakan ; berbagi pengetahuan ; niat membeli
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management
Current > Faculty/School - UPH Karawaci > Business School > Management
Depositing User: Jessica Kierey Arifin
Date Deposited: 05 Jul 2022 07:22
Last Modified: 05 Jul 2022 07:22
URI: http://repository.uph.edu/id/eprint/48303

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