PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE INTENTION PADA JASA GOJEK (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Universitas Sriwijaya Kampus Palembang)

PUTRA, MUHAMMAD ANDI and Widad, Ahmad and Rosa, Aslamia (2020) PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE INTENTION PADA JASA GOJEK (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Universitas Sriwijaya Kampus Palembang). Undergraduate thesis, Sriwijaya University.

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Abstract

This research aims to analyze the influence of electronic word of mouth on purchase intention. Primary data were collected by using questionnaire distributed to a large number of 140 targeted respondents with non-probabiliy sampling technique and purposive sampling method, those of whom were bachelor’s degree students of Faculty of Economics, Universitas Sriwijaya Palembang campus. Multiform analytics tests used in this research were F test, T test, and multiple linear regression. The results of T test showed that the dimensions of electronic word of mouth are simultaneously influential on purchase intention. The results of T test also showed that extraversion/positive self-enhancement (X2) and venting negative feelings (X3) are partially influential on purchase intention while concern for others (X1) is insignificant. The results of multiple linear regression showed that extraversion/positive self-enhancement (X2) is the dominant dimension both on first and second model with a significant value of 0,002 in the first model and 0,000 in the second model and also with a beta value of 0,350 in the first model and 0,417 in the second model.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Concern For Others, Extraversion/Positive Self-enhancement, Venting Negative Feelings, Electronic Word Of Mouth, Purchase Intention.
Subjects:	H Social Sciences > HF Commerce > HF5801-6182 Advertising
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Users 7093 not found.
Date Deposited:	10 Aug 2020 07:14
Last Modified:	10 Aug 2020 07:14
URI:	http://repository.unsri.ac.id/id/eprint/32495

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