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Pengaruh media sosial dan electronic word of mouth melalui trust terhadap pengambilan keputusan pembelian


Oleh : Auliya Namira

Info Katalog

Nomor Panggil : 2018_TA_MJ_022141202

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2018

Pembimbing 1 : Willy Arafah

Subyek : Social media usage;Financial management

Kata Kunci : social media usage, electronic word of mouth, trust, purchase decision involvement, online review+


File Repositori
No. Nama File Ukuran (KB) Status
1. 2018_TA_MJ_022141202_Halaman-Judul.pdf 917.09
2. 2018_TA_MJ_022141202_Bab-1.pdf 598.48
3. 2018_TA_MJ_022141202_Bab-2.pdf 725.31
4. 2018_TA_MJ_022141202_Bab-3.pdf 1016.96
5. 2018_TA_MJ_022141202_Bab-4.pdf 895.54
6. 2018_TA_MJ_022141202_Bab-5.pdf 531.21
7. 2018_TA_MJ_022141202_-Daftar-Pustaka.pdf 600.41
8. 2018_TA_MJ_022141202_Lampiran.pdf 1876.42

P Penelitian ini menguji pengaruh media sosial dan Electronic Word of Mouth terhadap pengambilan keputusan pembelian pada produk casual restaurant. Sampel yang digunakan adalah sebanyak 231 konsumen yang memiliki media sosial dan pernah membaca review online pada platform media sosial. Metode yang digunakan adalah metode non-probability convenience sampling method dengan menggunakan alat Analisa Structural Equation Modeling. Hasil penelitian ini menunjukkan bahwa Social Media Usage berpengaruh signifikan terhadap Purchase Decision Involvement, Electronic Word of Mouth berpengaruh signifikan terhadap Purchase Decision Involvement, Social Media Usage berpengaruh signifikan terhadap Purchase Decision Involvement melalui Trust, dan Electronic Word of Mouth berpengaruh signifikan terhadap Purchase Decision Involvement melalui Trust.

T This study examines the influence of Social Media and Electronic Word of Mouth on making purchasing decisions on casual restaurant products. The samples used are 231 consumers who have Social Media and have read online reviews on Social Media platforms. The method used is non-probability convenience sampling method using Structural Equation Modeling Analysis tool. The results of this study indicate that Social Media Usage has significant effect on Purchase Decision Involvement, Electronic Word of Mouth has significant effect on Purchase Decision Involvement, Social Media Usage has significant effect to Purchase Decision Involvement through Trust, and Electronic Word of Mouth has significant effect to Purchase Decision Involvement through Trust.

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