Muliawan, Gita Maharani Puteri (2022) Pengaruh social media usage, e-wom, serta trust terhadap purchase decision involvement pada perusahaan beauty e-commerce: BeautyHaul. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Penelitian ini mengajukan teori yang memberikan wawasan pada konteks social media usage, electronic word of mouth, trust, dan purchase decision involvement. Diteliti dengan menggunakan pendekatan kuantitatif dengan menyebarkan kuesioner online. Terdapat data sebanyak 203 responden yang memenuhi karakteristik. Data yang dikumpulkan diuji reliabilitas dan validitasnya menggunakan software SmartPLS 3.2.9 dengan metode PLS-SEM. Penelitian ini menemukan bahwa adanya pengaruh positif dalam hubungan social media usage dan electronic word of mouth terhadap purchase decision involvement yang dimediasi oleh trust. Implikasi dari temuan pada penelitian ini relevan untuk praktisi atau pemasar e-commerce khususnya industri kecantikan, dimana adanya peran keterlibatan konsumen dalam keputusan pembelian. Penelitian ini diharapkan berguna sebagai pengetahuan dan informasi bagi pelaku e-commerce industri kecantikan dalam mempertimbangkan dan membuat strategi yang bertujuan untuk meningkatkan keterlibatan keputusan pembelian konsumen melalui penggunaan media sosial, e-WOM, dan kepercayaan.
| Item Type: | Thesis (Bachelor) | ||||||||
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| Uncontrolled Keywords: | social media usage; electronic word of mouth; trust; purchase decision involvement | ||||||||
| Subjects: | 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 |
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| Depositing User: | Gita Maharani Puteri Muliawan | ||||||||
| Date Deposited: | 24 Jan 2023 08:00 | ||||||||
| Last Modified: | 02 Mar 2023 08:17 | ||||||||
| URI: | http://repository.uph.edu/id/eprint/53037 |
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