ANALISIS PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE INTENTION DAN PURCHASE DECISION PADA SAGITA SHOP (Studi Kasus: Followers Akun Instagram Sagita Shop)

NORMASARI, NORMASARI and Wedhasmara, Ari and Kurnia, Rizka Dhini (2020) ANALISIS PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE INTENTION DAN PURCHASE DECISION PADA SAGITA SHOP (Studi Kasus: Followers Akun Instagram Sagita Shop). Undergraduate thesis, Sriwijaya University.

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Abstract

Analysis of Effect of Electronic Word Of Mouth To Purchase Intention and Purchase Decision (Case Study: Followers Instagram account Sagita Shop). This final project research aims to determine the effect of electronic word of mouth which consists of four dimensions, namely: intensity, positive valence, negative valence and content on purchase intention and purchase decision of Sagita Shop consumers. The approach used is quantitative. The population in this study is followers Sagita Shop's Instagram account. The sampling technique used is simple random sampling. Data collection was carried out by giving online questionnaires to respondents using Google forms with 100 respondents. Data analysis techniques using PLS-SEM with the help of SmartPLS software . The research results obtained are: Electronic Word Of Mouth Variable significantly positive effect on Purchase Intention, Electronic Word Of Mouth variable has no significant effect on Purchase Decision, and Variable purchase intention significantly influences purchase decisions. Keywords: Electronic Word Of Mouth, Purchase Intention, Purchase Decision

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	electronic word of mouth, purchase intention
Subjects:	T Technology > T Technology (General) > T58.4 Managerial control systems Information technology. Information systems (General) T Technology > T Technology (General) > T58.6-58.62 Management information systems
Divisions:	09-Faculty of Computer Science > 57201-Information Systems (S1)
Depositing User:	Users 7585 not found.
Date Deposited:	31 Aug 2020 05:28
Last Modified:	31 Aug 2020 05:28
URI:	http://repository.unsri.ac.id/id/eprint/33569

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