Isnayni Fatimatuz Zahrah, - (2018) PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN ONLINE PADA PRODUK FESYEN DI SHOPEE : Survei pada Konsumen Shopee di Kalangan Mahasiswa FPEB UPI Bandung. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Perkembangan teknologi yang pesat pada saat ini, menjadikan arus informasi berkembang dengan cepat. Didukung dengan smartphone yang semakin canggih dan jaringan internet. Bahkan membeli barang-barang yang diinginkan hanya dengan komputer/smartphone masing-masing dimanapun dan kapanpun bisa melakukan transaksi online. Tetapi, masih banyak masyarakat yang masih mempunyai rasa ragu dan takut akan berbelanja online dikarenakan ketidakpercayaan terhadap online shop/marketplace. Lalu strategi yang dilakukan oleh pemasar di marketplace adalah membuat fitur review atau yang dapat disebut strategi pomosi Electronic Word of Mouth. Tujuan penelitian ini adalah untuk mengetahui gambaran dari Electronic Word of Mouth dan Keputusan Pembelian serta menganalisis Electronic Word of Mouth terhadap Keputusan Pembelian. Metode penelitian yang digunakan adalah deskriptif dan verifikatif. Subyek penelitian ini adalah mahasiswa FPEB di Universitas Pendidikan Indonesia dengan sampel sejumlah 100 responden dengan menggunakan teknik pengambilan sampel yaitu purposive sampling. Teknis analisis yang digunakan adalah uji normalitas, koefisien korelasi pearson, analisis regresi sederhana, dan analisis uji T dengan menggunakan software SPSS. Hasil penelitian menunjukkan bahwa electronic word of mouth memiliki pengaruh yang positif terhadap keputusan pembelian. Indikator yang paling berpengaruh pada electronic word of mouth adalah kredibilitas sumber. Penelitian ini juga bertujuan memiliki manfaat teori dan praktis. Secara praktis, penelitian ini diharapkan dapat membantu marketplace yang lain dalam keputusan pembelian konsumen dengan meningkatkan promosi dalam bentuk Electronic Word of Mouth yang dimiliki. Serta teori, penelitian ini dapat menambah wawasan untuk penelitian di masa depan.---- The rapidly Technological growth nowadays, makes the flow of information growing fast. It is supported by sophsticated smartphone and internet network. Even to buy something we need, we just use our own computer or smartphone. We can do online transactions everytme and everywhere. However, many people are still doubt and afraid of online shopping. It may be caused by people distrust to online shopping / marketplace. Then the strategy that the marketers do in the marketplace is to create a review feature or it can be called the promotion strategy of Electronic Word of Mouth. The purpose of this research is to know the description of Electronic Word of Mouth and Purchase Decision and to analyze the Electronic Word of Mouth towards Purchase Decision. The research method that used is descriptive and verifikatif. The subjects of this research were FPEB students at Indonesia University of Education with 100 sample of respondents by using sampling technique that is purposive sampling. Analysis technique that used is the normality test, Pearson correlation coefficient, simple regression analysis, and T test analysis using SPSS software. The result of this research is electronic word of mouth has a positive effect on purchase decisions. The most influential indicator of electronic word of mouth is the source credibility. This research also has theoritical and practical benefits. Practically, this research is expected to help other marketplaces in consumer purchase decisions by increasing promotion in the form of Electronic Word of Mouth. As well as the theory of the research maybe able to improve knowledge to the future research.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | No. Panggil: S PEM ISN p-2018 ; Pembimbing: I. Heny Hendrayati, II. Adib Sultan ; NIM: 1400702 |
| Uncontrolled Keywords: | Electronic Word of Mouth, Keputusan Pembelian, Marketplace, Purchase Decision |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan) |
| Depositing User: | Mr. Arif Rezkyana Nugraha |
| Date Deposited: | 09 May 2019 03:14 |
| Last Modified: | 09 May 2019 03:14 |
| URI: | http://repository.upi.edu/id/eprint/34822 |
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