Fidelia, Grace and Beatrice, Aileen (2020) Pengaruh product quality dan word of mouth terhadap purchase intention di Sephora.com. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Penelitian ini bertujuan untuk mengetahui dan menganalisis peran word of mouth memediasi product quality terhadap keputusan pembelian konsumen di Sephora.com. Populasi yang akan digunakan sebagai penelitian adalah konsumen yang masuk dalam generasi Y (milenial) yang pernah berbelanja di Sephora.com jumlah responden yang digunakan yaitu 100 responden.. Jenis penelitian secara umum terdapat dua jenis yaitu penelitian kualitatif dan kuantitatif. Penelitian ini menguji data-data studi actual dengan menggunakan metode Structural Equation Modeling (SEM). Berdasarkan hasil analisis penelitian maka kesimpulan pada penelitian ini adalah Hasil pengujian hipotesis pertama menunjukan kualitas produk tidak berpengaruh signifikan terhadap word of mouth. Hasil pengujian hipotesis kedua menunjukan word of mouth berpengaruh positif dan signifikan terhadap purchase intention. Jadi semakin baik word of mouth akan meningkatkan purchase intention. Hasil pengujian hipotesis menunjukan quality product berpengaruh positif dan signifikan terhadap purchase intention. Jadi semakin baik quality product akan meningkatkan purchase intention. Kata Kunci : quality product, purchase intention, word of mouth.
Item Type: | Thesis (Bachelor) | ||||||||||||||||
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Uncontrolled Keywords: | Quality Product; Purchase Intention; Word Of Mouth. | ||||||||||||||||
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 1317 not found. | ||||||||||||||||
Date Deposited: | 24 Feb 2020 05:44 | ||||||||||||||||
Last Modified: | 03 Nov 2023 01:35 | ||||||||||||||||
URI: | http://repository.uph.edu/id/eprint/7903 |
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