Anggitasari, Siti Rafi (2017) PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP PENGETAHUAN KONSUMEN SERTA DAMPAKNYA TERHADAP MINAT BELI ONLINE. S2 thesis, Universitas Pendidikan Indonesia.
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Abstract
Industry fashion merupakan salah satu sector terbesar sebagai produk yang diminati dan sering dibeli. Di era digital saat ini penggunaan internet dijadikan sebagai wadah untuk mengembangkan bisnis sebagai media penjualan produk/jasa yang mereka tawarkan. Fenomena trend belanja online menjadikan peluang bagi para pelaku bisnis untuk menjual produk fashion mereka salah satunya pakaian muslimah yang dijual secara online. Saat ini konsumen sebelum mereka memutuskan untuk membeli produk, mereka cenderung lebih percaya dengan pada tinjauan online yang diberikan konsumen lain dari pada iklan tradisionel yang diberikan oleh pemasar atau perusahaan, fenomena ini disebut dengan electronic word of mouth. Penelitian ini bertujuan untuk mengetahui pengaruh eWOM terhadap pemngetahuan konsumen serta dampaknya terhadap minat beli online. Penelitian ini menggunakan pendekatan kuantitatif dengan metode yang digunakan adalah explanatory survey serta teknik simple random sampling dengan jumlah sampel 171 responden. Instrumen penelitian ini menggunakan kuisioner. Hasil penelitian secara keseluruhan menunjukan bahwa terdapat pengaruh yang signifikan dari Electronic Word Of Mouth terhadap Pengetahuan Konsumen serta dampak pada Minat Beli Online.;--- Fashion industry is one of the largest sectors as the product of interest and often purchased. In today's digital era use of the Internet serve as a forum to develop business as a medium for selling products / services they offer. The phenomenon of online shopping trend creates the opportunity for businesses to sell their fashion products one Muslim clothing sold online. Nowadays, consumers before they decide to buy the product, they tend to be more confident with the on-line reviews given other consumers of the advertisement traditional given by the marketer or company; this phenomenon is called the electronic word of mouth This study aims to determine the effect of the electronic word of mouth towards consumer's knowledge and their impact on-line purchasing intention. This study uses a quantitative approach as the method used was explanatory survey and simple random sampling with a sample of 171 respondents. The instrument of this study using a questionnaire. The results of the overall study showed that there is significant influence from Electronic Word Of Mouth to Consumer's knowledge as well as the impact on online purchasing intention.
| Item Type: | Thesis (S2) |
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| Additional Information: | No.panggil : T MAJ ANG p-2017; Pembimbing : I.Ratih Hurriyati, II.Lili Adi Wibowo. |
| Uncontrolled Keywords: | Electronic Word Of Mouth, Perilaku Konsumen, Pengetahuan Konsumen, Minat Beli Online, Electronic Word Of Mouth, Consumer Behaviour, Consumer Knowledge online purchase intention. |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Depositing User: | Mrs. Santi Santika |
| Date Deposited: | 20 Dec 2017 07:45 |
| Last Modified: | 20 Dec 2017 07:45 |
| URI: | http://repository.upi.edu/id/eprint/28310 |
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