Pratama, Cindy (2020) Pengaruh social media, peer influence terhadap keputusan pembelian konsumen melalui ewom dan trust sebagai variabel mediasi. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Tujuan dari penelitian ini adalah menganalisa keputusan pembelian yang dilakukan oleh konsumen PT. Traveloka. Karya tulis ilmiah ini merupakan penelitian kuantitatif dimana penulis menggunakan penyebaran kuisioner secara online dengan Google Form. Sampel dalam penelitian ini sebanyak 251 responden. Penelitian ini menggunakan Metode purposive sampling sebagai metode penarikan sample. Metode analisis penelitian dilakukan menggunakan SmartPLS ver. 3.3.2. Pengujian data yang dilakukan terhadap 14 hipotesis menunjukan bahwa 13 hipotesis diterima dan 1 hipotesis ditolak. Hasil penelitian ini menunjukan bahwa tidak ada pengaruh signifikan yang diberikan peer influence terhadap purchase decision.
| Item Type: | Thesis (Bachelor) | ||||||||
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| Uncontrolled Keywords: | social media usage; peer influence; electronic word-of-mouth (eWOM); trust; purchase decision | ||||||||
| 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: | Users 8415 not found. | ||||||||
| Date Deposited: | 11 Feb 2021 01:38 | ||||||||
| Last Modified: | 11 Feb 2021 01:38 | ||||||||
| URI: | http://repository.uph.edu/id/eprint/17294 |
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