PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA MOBILE MARKETPLACE SHOPEE DI KOTA PALEMBANG

SEPRIWANTI, AYU and Nofiawaty, Nofiawaty and Nailis, Welly (2019) PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA MOBILE MARKETPLACE SHOPEE DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

This research aims to analyze the effect of Electronic Word Of Mouth toward purchase decisions on mobile marketplace Shopee in Palembang city. the research method used a quantitative method that has a causal-comparative design. The data has used in this research are primary data and secondary data. Non-probability sampling was used as a sampling method with the total sample of 100 respondents. Data was collected through questionnaire which validity and reliability were already verified. The analysis tool in this study are simultaneous test (F test), partial test (t test), and multiple linear regression analysis. Results have show that : (1)Electronic word of mouth has positive effect on purchase decision by Fcount 48,026 with significance value of 0,000 < 0,05; (2)three sub-variables of Electronic Word Of Mouth partially had positive effect on purchase decisions; (3)the dominant variable influencing was Electronic Word Of Mouth message by tcount 7,342. Keywords : Electronic Word Of Mouth, purchase decision

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Ulasan, Review, Electronic Word Of Mouth, Purchasing Decision
Subjects: H Social Sciences > HF Commerce > HF5410-5417.5 Marketing. Distribution of products > HF5415.126.R38 Database marketing--Statistical methods. Data mining--Statistical methods. Big data--Statistical methods.
L Education > L Education (General) > L7-991 Education (General)
Divisions: Faculty of Economics > 61201-Management (S1)
Depositing User: Ayu S epriwati
Date Deposited: 27 Jan 2020 07:42
Last Modified: 27 Jan 2020 07:42
URI: http://repository.unsri.ac.id/id/eprint/25884

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