PERILAKU MINAT BELI KONSUMEN PADA APLIKASI ZOMATO DILIHAT DARI PERSPEKTIF ELECTRONIC WORD OF MOUTH, PRODUCT KNOWLEDGE DAN PERSEPSI HARGA

RAHMAT, RIDHWAN FURQON (2019) PERILAKU MINAT BELI KONSUMEN PADA APLIKASI ZOMATO DILIHAT DARI PERSPEKTIF ELECTRONIC WORD OF MOUTH, PRODUCT KNOWLEDGE DAN PERSEPSI HARGA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research is to find out the Consumer Purchasing Behavior in the Zomato Application Seen From the Electronic Word of Mouth Perspective, Product Knowledge and Price Perception. The subjects in this study were the people who used the Zomato application in the Jakarta, Bogor, Depok, Tangerang and Bekasi regions. The sample used in this study was 117 respondents. The sampling technique uses purposive sampling. With a quantitative descriptive approach. Analysis of the data used is statistical analysis in the form of PLS SEM. the results of this study indicate that Electronic Word of Mouth has a significant positive effect on Buying Interest. Price Perception has a significant positive effect on Buying Interests and Product Knowledge has a significant positive effect on Buying Interests. Keyword : Electronic Word of Mouth, Price Perception, Product Knowledge , Application Zomato.com. Penelitian ini untuk mengetahui Perilaku Minat beli Konsumen pada Aplikasi Zomato Dilihat Dari Perspektif Electronic Word of Mouth, Product Knowledge dan Persepsi Harga. Subjek pada penelitian ini adalah masyarakat yang menggunakan aplikasi Zomato yang berada di wilayah Jakarta, Bogor, Depok, Tangerang dan Bekasi. Sampel yang digunakan dalam penelitian ini adalah sebanyak 117 responden. Teknik pengambilan sampel menggunakan Purposive Sampling. Dengan pendekatan deskriptif kuantitatif. Analisis data yang di gunakan adalah analisis statistic dalam bentuk SEM PLS. hasil penelitian ini menunjukan bahwa Electronic Word of Mouth berpengaruh positif signifikan terhadap Minat Beli. Persepsi Harga berpengaruh positif signifikan terhadap Minat Beli dan Product Knowledge berpengaruh positif signifikan terhadap Minat Beli. Kata Kunci : Electronic Word of Mouth, Persepsi Harga, Product Knowledge , Aplikasi Zomato.com.

Item Type: Thesis (S1)
Call Number: SE/31/19/061
NIM: 43115010017
Uncontrolled Keywords: Electronic Word of Mouth, Persepsi Harga, Product Knowledge , Aplikasi Zomato.com.
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.5 General Purpose Application Programs/Program Aplikasi dengan Kegunaan Khusus
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 651 Office Services/Layanan Kantor
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 651 Office Services/Layanan Kantor > 651.8 Computer Application for Office Management/Aplikasi Komputer untuk Manajemen Perkantoran
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.01-658.09 [Management of Enterprises of Specific Sizes, Scopes, Forms; Data Processing]/[Pengelolaan Usaha dengan Ukuran, Lingkup, Bentuk Tertentu; Pengolahan Data]
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.01-658.09 [Management of Enterprises of Specific Sizes, Scopes, Forms; Data Processing]/[Pengelolaan Usaha dengan Ukuran, Lingkup, Bentuk Tertentu; Pengolahan Data] > 658.05 Data Processing Computer Applications/Pengolahan Data Aplikasi Komputer
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 17 Sep 2019 03:14
Last Modified: 17 Sep 2019 03:14
URI: http://repository.mercubuana.ac.id/id/eprint/50735

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