Pengaruh viral marketing terhadap purchase intentions pengguna aplikasi Uniqlo

Hartono, Jessalynn Amadea (2023) Pengaruh viral marketing terhadap purchase intentions pengguna aplikasi Uniqlo. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini memiliki tujuan untuk mengetahui pengaruh variabel Quantity of Information, Argument Quality, Source Credibility, mobile app Perceived Usefulness, mobile app Perceived Ease of Use, Trust, dan Attitude Towards the Purchase terhadap Purchase Intention. Penelitian ini menggunakan metode pendekatan kuantitatif dengan metode pengumpulan data melalui kuesioner elektronik, disusun dengan menggunakan Google Form dan disebarkan melalui media sosial seperti WhatsApp, LINE, dan Instagram. Teknik yang digunakan pada penelitian ini adalah non-probability sampling dengan menggunakan purposive/judgemental sampling dan jumlah responden sebanyak 320 responden. Pengolahan data untuk penelitian ini dilakukan dengan metode analisis partial least squares equation modeling (PLS-SEM) dengan software SmartPLS ver 4.0. Hasil dari penelitian ini menyatakan bahwa sebanyak 8 hipotesis didukung dan sebanyak 2 hipotesis tidak didukung. Adanya hubungan yang signifikan dan pengaruh yang positif antara Argument Quality dengan mobile app Perceived Usefulness, Source Credibility dengan mobile app Perceived Ease of Use, Argument Quality dengan mobile app Perceived Ease of Use, mobile app Perceived Ease of Use dengan Trust, mobile app Perceived Usefulness dengan Trust, Trust dengan Attitude Towards the Purchase, mobile app Perceived Usefulness dengan Attitude Towards the Purchase, dan Attitude Towards the Purchase dengan Purchase Intention. / This research aims to investigate the influence of the variables Quantity of Information, Argument Quality, Source Credibility, mobile app Perceived Usefulness, mobile app Perceived Ease of Use, Trust, and Attitude Towards the Purchase on Purchase Intention. The research used a quantitative method, sample data was collected through an electronic questionnaire prepared using Google Forms and distributed through social media platforms such as WhatsApp, LINE, and Instagram. The research used a non-probability sampling, specifically purposive/judgmental sampling, with a total of 320 respondents. Data analysis for this study is conducted using the partial least squares equation modeling (PLS-SEM) method with SmartPLS software version 4.0. The results of this research indicate that 8 hypotheses are supported, while 2 hypotheses are not supported. There is a significant and positive relationship between Argument Quality and mobile app Perceived Usefulness, Source Credibility and mobile app Perceived Ease of Use, Argument Quality and mobile app Perceived Ease of Use, mobile app Perceived Ease of Use and Trust, mobile app Perceived Usefulness and Trust, Trust and Attitude Towards the Purchase, mobile app Perceived Usefulness and Attitude Towards the Purchase, and Attitude Towards the Purchase and Purchase Intention.

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