PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE INTENTION PADA LAZADA (STUDI KASUS PADA MASYARAKAT KOTA PALEMBANG

PRATAMA, MUHAMMAD ICHSAN and Nofiawaty, Nofiawaty and Yunita, Dessy (2022) PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE INTENTION PADA LAZADA (STUDI KASUS PADA MASYARAKAT KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to analyze the Effect of Electonic Word of Mouth on Purchase Intention on Lazada. This research uses a quantitative approach with a data collection method through a questionnaire. The population in this study is people who have used the Lazada marketplace application in the city of Palembang. The sampling method uses purposive sampling with a total sample of 100 respondents. This research uses quantitative analysis techniques, simple linear regression analysis and coefficients of determination. The results showed that the Intensity, Valence of Opinion, and Content variables had a significant effect on the Purchase Intention variable with a coefficient of determination value obtained of 0.576 which means that 57.6% of the Purchase Intention variables on Lazada were influenced by the Variable Intensity, Valence of Opinion, and Content. The dominant variable in this study is the Content variable with a coefficient value of 0.757

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Intensity, Valence of Opinion, Content, dan Purchase Intention
Subjects:	H Social Sciences > HF Commerce > HF1-6182 Commerce H Social Sciences > HF Commerce > HF5001-6182 Business
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Muhammad Ichsan Pratama
Date Deposited:	27 Jul 2022 06:14
Last Modified:	27 Jul 2022 06:14
URI:	http://repository.unsri.ac.id/id/eprint/74777

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