PENGARUH E-WOM, KEPERCAYAAN, DAN PERSEPSI KEMUDAHAN PENGGUNAAN TERHADAP MINAT BELI PRODUK ELEKTRONIK SECARA ONLINE (studi pada pengguna aplikasi tokopedia.com)

WIBOWO, WISHNU ARY (2020) PENGARUH E-WOM, KEPERCAYAAN, DAN PERSEPSI KEMUDAHAN PENGGUNAAN TERHADAP MINAT BELI PRODUK ELEKTRONIK SECARA ONLINE (studi pada pengguna aplikasi tokopedia.com). S1-Sarjana thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of E-WOM, trust, and perceived ease of use on online consumer interest in buying electronic products for Tokopedia users. This research uses a quantitative approach with convenience sampling technique with a sample size of 167 respondents, and the research instrument uses a questionnaire. The results showed that E-WOM and trust had a positive and significant effect on the interest in buying electronic products online, while the perceived ease of use did not affect the interest in buying electronic products online. For further research is to examine other variables not examined in this study such as price, product quality, perceived usefulness, and expand the area of research with different respondent characteristics. Keywords: E-WOM, Trust, Perceived of Ease of Use, Interest in Buying Online Penelitian ini bertujuan untuk mengetahui pengaruh E-WOM, kepercayaan, dan persepsi kemudahan penggunaan terhadap minat beli produk elektronik secara online pada pengguna Tokopedia. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik convenience sampling dengan jumlah sampel 167 responden, dan instrumen penelitian ini menggunakan kuesioner. Hasil penelitian menunjukkan bahwa E-WOM dan kepercayaan berpengaruh positif dan signifikan terhadap minat beli produk elektronik secara online, sedangkan persepsi kemudahan penggunaan tidak mempengaruhi minat beli produk elektronik secara online. Untuk penelitian selanjutnya adalah untuk meneliti variabel lain yang tidak diteliti dalam penelitian ini seperti harga, kualitas produk, perceived usefulness, dan memperluas area penelitian dengan karakteristik responden yang berbeda. Kata kunci: E-WOM, Kepercayaan, Persepsi Kemudahan Penggunaan, Minat Beli Secara Online.

Item Type: Thesis (S1-Sarjana)
Call Number: SE/31/20/012
NIM: 43116010220
Uncontrolled Keywords: E-WOM, Kepercayaan, Persepsi Kemudahan Penggunaan, Minat Beli Secara Online.
Subjects: 200 Religion/Agama > 290 Other Religions/Agama Selain Kristen > 297 Agama Islam/Islam > 297.4 Islamic law/Hukum Islam > 297.43 Muamalat/Muamalat > 297.431 Buy Sell/Jual Beli
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.5 Management of Production/Manajemen Produksi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.7 Management of Supplies/Manajemen Persediaan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Virda Syifa
Date Deposited: 06 Feb 2021 03:55
Last Modified: 06 Feb 2021 03:55
URI: http://repository.mercubuana.ac.id/id/eprint/55150

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