Aggi, Panigoro (2018) ANALISIS E-LIFESTYLE DAN E-WORD OF MOUTH TERHADAP REPURCHASE INTENTION SECARA ONLINE : Survei pada pelanggan produk fashion online Berrybenka di Fan Page Instagram. S2 thesis, Universitas Pendidikan Indonesia.
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Abstract
Fenomena dalam perbelanjaan online membuat para pelaku bisnis memilih sektor e-commerce dan strartup semakin tumbuh di pasaran Indonesia menjadikan peluang bagi para pelaku bisnis untuk menjual produk fashion mereka salah satunya pembuatan e-commerce. Di era digital ini pelanggan lebih mengutamakan kepraktisan dinaungi oleh teknologi tinggi. Tujuan penelitian ini adalah mengukur gambaran dan pengaruh dari E-lifestyle dan E-Word of mouth terhadap repurchase intention secara online survei pada pelanggan produk online di Berybenka. Peneliti ini menggunakan metode deskriptif dan verifikatif, dimana SEM (Structural equation Modeling) digunakan untuk menganalisis data secara statistika. Unit analisis penelitian adalah pelanggan yang telah berbelanja online fashion di Berrybenka sebanyak 200 responden di fanpage instagram. Hasil penelitian menunjukan repurchase intention akan berpengaruh baik apabila dilihat dari karakteristik E-lifestyle dan pembelian ditinjau dari E-Word of mouth. Hasil penelitian secara keseluruhan menunjukan bahwa terdapat pengaruh yang signifikan dari E-lifestyle dan E-Word of mouth terhadap repurchase intention. ;---The phenomenon in online shopping makes business people choose e-commerce sector and strartup growing in the market of Indonesia makes an opportunity for business people to sell their fashion products one of which is making e-commerce. In this digital era, customers prefer the practicality shaded by high technology. The purpose of this study is to measure the picture and influence of E-lifestyle and E-Word of mouth against repurchase intention online survey on online product customers in berybenka. This research uses descriptive and verifikatif method, where SEM (Structural Equation Modeling) is used to analyze data statistically. The unit of analysis in this study is the customer who has been shopping online fashion in berrybenka as much as 200 respondents in fanpage instagram. The results showed that repurchase intention would have a good effect when viewed from the characteristics of E-lifestyle and purchases in terms of E-Word of mouth. The results of the research as a whole show that there is a significant influence of E-lifestyle and E-Word of mouth against repurchase intention.
| Item Type: | Thesis (S2) |
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| Additional Information: | No. Panggil : T MMB AGG a-2018; Pembimbing : I. Agus Rahayo, II. Vanessa; NIM. : 1503334. |
| Uncontrolled Keywords: | E-lifestyle, E-Word of mouth, repurchase intention, E-lifestyle, E-Word of mouth, repurchase intention. |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce |
| Divisions: | Sekolah Pasca Sarjana > Magister Manajemen Bisnis |
| Depositing User: | Isma Anggini Saktiani |
| Date Deposited: | 03 May 2019 08:43 |
| Last Modified: | 03 May 2019 08:43 |
| URI: | http://repository.upi.edu/id/eprint/34515 |
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