Neysa Gestya Nazhara, - (2024) PENGARUH KONFORMITAS DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP PURCHASE INTENTION PADA PENGGUNA MEDIA SOSIAL. S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh Konformitas dan Electronic Word of Mouth (E-WOM) terhadap purchase intention pada pengguna media sosial. Pendekatan yang digunakan dalam penelitian ini adalah pendekatan kuantitatif dengan metode penelitian korelasional. Peneliti menggunakan metode non-probability sampling dengan teknik accidential sampling. Kuesioner penelitian disebarkan secara daring dengan kriteria responden berusia 18-34, pengguna aplikasi media sosial, dan minat melakukan pembelian online dengan jumlah responden yang didapatkan sebanyak 426 responden. Teknik analisis data yang digunakan adalah analisis regresi linear sederhana dan analisis regresi linear berganda menggunakan SPSS versi 26. Alat ukur yang digunakan dalam penelitian ini adalah Conformity Scale oleh Maharani (2019) dengan reliabilitas sebesar 0.934, Electronic Word of Mouth (E-WOM) Scale oleh Pawira (2022) dengan reliabilitas sebesar 0.903, dan Purchase Intention Scale oleh Pawira (2022) dengan reliabilitas sebesar 0.820. Hasil penelitian menunjukan bahwa konformitas berpengaruh positif dan signifikan terhadap purchase intention dengan nilai signifikansi 0.000 (p < 0.05), E-WOM berpengaruh positif dan signifikan terhadap purchase intention dengan nilai signifikansi 0.000 (p < 0.05), serta konformitas dan E-WOM secara simultan berpengaruh positif dan signifikan terhadap purchase intention dengan nilai signifikansi 0.000 (p < 0.05). Temuan ini menegaskan pentingnya ulasan dan rekomendasi di media sosial dalam membangun purchase intention konsumen, serta peran interaksi sosial dalam memengaruhi keputusan pembelian. This study aims to examine the influence of conformity and electronic word of mouth (E-WOM) on purchase intention among social media users. The research adopts a quantitative approach with a correlational research method. A non-probability sampling method, specifically accidental sampling, was used to collect data. The research questionnaire was distributed online to respondents aged 18-34 years who use social media applications and have an interest in online purchases, resulting in a total of 426 respondents. The data analysis techniques employed were simple linear regression and multiple linear regression using SPSS version 26. The measurement instruments used in this study were the Conformity Scale by Maharani (2019), with a reliability coefficient of 0.934; the Electronic Word of Mouth (E-WOM) Scale by Pawira (2022), with a reliability coefficient of 0.903; and the Purchase Intention Scale by Pawira (2022), with a reliability coefficient of 0.820. The results of the study revealed that conformity has a positive and significant effect on purchase intention, with a significance value of 0.000 (p < 0.05). E-WOM also has a positive and significant effect on purchase intention, with a significance value of 0.000 (p < 0.05). Furthermore, conformity and E-WOM simultaneously have a positive and significant influence on purchase intention, with a significance value of 0.000 (p < 0.05). These findings highlight the importance of social media reviews and recommendations in shaping consumers' purchase intention, as well as the role of social interactions in influencing purchasing decisions.
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| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?hl=en&user=cVvvB0IAAAAJ&scilu=&scisig=APQ9KKMAAAAAZ4oz1eJuxuDayVE0_E8tN3SeJLM&gmla=AGd7smH5YWlOiHDQgkkXKluS4MTsaV-kymMbq9nTN9LEk5wcTDaFX9bkmuaG0VkrGQUNQMLTb5kNtCEgO6huOu8n620aa9HUJaMI26E&sciund=10484587272884316380 ID SINTA Dosen Pembimbing: Anastasia Wulandari: 6655698 Ita Juwitaningrum: 6746336 |
| Uncontrolled Keywords: | Konformitas, Electronic Word of Mouth (E-WOM), Purchase Intention, Media Sosial. Conformity, Electronic Word of Mouth (E-WOM), Purchase Intention, Social Media. |
| Subjects: | B Philosophy. Psychology. Religion > BF Psychology |
| Divisions: | Fakultas Ilmu Pendidikan > Program Studi Psikologi |
| Depositing User: | Neysa Gestya Nazhara |
| Date Deposited: | 20 Jan 2025 01:35 |
| Last Modified: | 20 Jan 2025 01:35 |
| URI: | http://repository.upi.edu/id/eprint/129761 |
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