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Analisis Pengaruh Electronic Word of Mouth (eWOM) sebagai Sumber Informasi pada Era Digital terhadap Proses Pembelian Konsumen

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.

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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:
Creators
NIM
Email
ORCID
Fransisca, Agnes
NIM01011200011
agnesfransisca0@gmail.com
UNSPECIFIED
Contributors:
Contribution
Contributors
NIDN/NIDK
Email
Thesis advisor
Hariandja, Evo Sampetua
NIDN0324056501
evo.hariandja@uph.edu
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

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