Fransisca, Agnes (2023) Analisis Pengaruh Electronic Word of Mouth (eWOM) sebagai Sumber Informasi pada Era Digital terhadap Proses Pembelian Konsumen. Bachelor thesis, Universitas Pelita Harapan.
![[img]](http://repository.uph.edu/style/images/fileicons/text.png) |
Text (Title)
Title.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (200kB) |
|
Text (Abstract)
Abstract.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (340kB) |
|
Text (ToC)
ToC.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB) |
|
Text (Chapter1)
Chapter1.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (4MB) |
|
Text (Chapter2)
Chapter2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (6MB) |
|
Text (Chapter3)
Chapter3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (13MB) |
|
Text (Chapter4)
Chapter4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (10MB) |
|
Text (Chapter5)
Chapter5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB) |
|
Text (Bibliography)
Bibliography.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB) |
|
Text (Appendices)
Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB) |
Abstract
Penelitian ini bertujuan untuk menguji pengaruh eWOM (Electronic Word of Mouth) terhadap niat membeli secara online di Indonesia. Penelitian ini menggunakan metode kuantitatif dengan sampel sebanyak 318 responden yang merupakan pengguna aktif platform online di Indonesia. Data dikumpulkan melalui kuesioner daring (Google Forms) dan dianalisis menggunakan Partial Least Square Structural Equation Modeling (PLS-SEM) dengan software Smart PLS 4.0.9.6. Hasil penelitian menunjukkan bahwa kredibilitas eWOM dan kuantitas eWOM berpengaruh positif terhadap niat membeli secara online. Kredibilitas eWOM berpengaruh positif terhadap niat membeli secara online melalui citra merek. Kuantitas eWOM juga berpengaruh positif terhadap niat membeli secara online melalui citra merek. Selain itu, konteks situasional, seperti penghindaran penyakit, secara positif memoderasi hubungan antara kuantitas eWOM dan citra merek. Akhirnya, dapat disimpulkan dari penelitian ini, eWOM merupakan faktor penting yang dapat memengaruhi niat membeli secara online. Kredibilitas eWOM dan kuantitas eWOM dapat meningkatkan niat membeli secara online, terutama dalam konteks situasional yang membutuhkan penilaian terhadap kualitas produk atau layanan.
| Item Type: | Thesis (Bachelor) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Creators: |
|
||||||||
| Contributors: |
|
||||||||
| Uncontrolled Keywords: | online buying behaviour; e-commerce; electronic word-of-mouth (eWOM); consumer behaviour; brand image; consumer brand congruence; purchase situations; situational context. | ||||||||
| 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 |
||||||||
| Depositing User: | AGNES FRANSISCA | ||||||||
| Date Deposited: | 04 Jan 2024 07:02 | ||||||||
| Last Modified: | 04 Jan 2024 07:04 | ||||||||
| URI: | http://repository.uph.edu/id/eprint/59667 |
Actions (login required)
 |
View Item |
