PENGARUH ELECTRONIC WORD OF MOUTH DAN KONTROL DIRI TERHADAP PURCHASE INTENTION MELALUI E-COMMERCE PADA KONSUMEN PRODUK KOSMETIK

Alne Vitayala, - (2024) PENGARUH ELECTRONIC WORD OF MOUTH DAN KONTROL DIRI TERHADAP PURCHASE INTENTION MELALUI E-COMMERCE PADA KONSUMEN PRODUK KOSMETIK. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini bertujuan untuk mengetahui apakah terdapat pengaruh electronic word of mouth dan kontrol diri terhadap purchase intention melalui e-commerce pada konsumen produk kosmetik. Penelitian ini menggunakan pendekatan kuantitatif. Teknik pengambilan sampel yang digunakan adalah nonprobability sampling berupa voluntary sampling dengan sampel 400 responden usia 18-34 tahun, pengguna e-commerce, pernah melihat konten kosmetik di e-commerce dan berdomisili di Jawa Barat. Instrumen yang digunakan dalam penelitian terdiri dari tiga skala yaitu: electronic word of mouth scale - (13 item; α = 0,7) oleh Bataineh (2015), kontrol diri Scale - (19 item; α = 0,76) oleh Dzihan (2022) dan purchase intention Scale - (5 item; α = 0,58) oleh Christiana (2024). Teknik analisis data yang digunakan pada penelitian ini adalah regresi linear sederhana dan berganda. Hasil pada penelitian ini menunjukkan bahwa electronic word of mouth secara signifikan berpengaruh positif terhadap purchase intention pada konsumen produk kosmetik di e-commerce, kontrol diri secara signifikan berpengaruh negatif terhadap purchase intention pada konsumen produk kosmetik di e-commerce dan Electronic word of mouth dan kontrol diri secara simultan berpengaruh positif terhadap purchase intention pada konsumen produk kosmetik di e-commerce. This research aims to find out if there is influence of electronic word of mouth and self-control over purchase intention through e-commerce to product consumers cosmetics. This research uses a quantitative approach. The sampling technique used is nonprobability sampling form voluntary sampling with a sample of 400 respondents aged 18-34 years, users e-commerce, have seen cosmetic content on e-commerce and domiciled in West Java. The instruments used in the research consist of three scales, namely: electronic word of mouth scale - (13 items; α = 0.7) by Bataineh (2015), self-control Scale - (19 items; α = 0.76) by Dzihan (2022) and purchase intention Scale - (5 items; α = 0.58) by Christiana (2024). The data analysis technique used in this research is simple and multiple linear regression. The results of this study show that electronic word of mouth significantly positive effect on purchase intention on consumers of cosmetic products in e-commerce, self-control significantly has a negative effect on purchase intention on consumers of cosmetic products in e-commerce And Electronic word of mouth and self-control simultaneously have a positive effect on purchase intention on consumers of cosmetic products in e-commerce.

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?view_op=list_works&hl=en&user=GwovCaQAAAAJ ID SINTA Dosen Pembimbing Sitti Chotidjah: 6722210 Anastasia Wulandari: 6655698
Uncontrolled Keywords:	Electronic Word of Mouth, Kontrol Diri, Purchase Intention, Konsumen Produk Kosmetik. Electronic Word of Mouth, Self Control, Purchase Intention, Consumers of Cosmetic Products.
Subjects:	B Philosophy. Psychology. Religion > BF Psychology H Social Sciences > HF Commerce
Divisions:	Fakultas Ilmu Pendidikan > Program Studi Psikologi
Depositing User:	Alne Vitayala
Date Deposited:	21 Jan 2025 03:50
Last Modified:	21 Jan 2025 03:50
URI:	http://repository.upi.edu/id/eprint/129802

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