PENGARUH PERCEIVED EASE OF USE, ELECTRONIC WORD OF MOUTH, DAN PRICE FAIRNESS TERHADAP MINAT PEMBELIAN (Studi pada Pengguna Aplikasi Tukutu wilayah Jakarta Barat)

FAUZAN, ANJAS VICKY (2020) PENGARUH PERCEIVED EASE OF USE, ELECTRONIC WORD OF MOUTH, DAN PRICE FAIRNESS TERHADAP MINAT PEMBELIAN (Studi pada Pengguna Aplikasi Tukutu wilayah Jakarta Barat). S1-Sarjana thesis, Universitas Mercu Buana Jakarta.

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Abstract

The research aims to identity the influence of Perceived Ease of Use, Electronic Word of Mouth and Price Fairness on Purchase Intention through Tukutu application. The population in this study were consumer who used the Tukutu application in West Jakarta. The analysis of the data used is the statistical analysis in the form of SEM-PLS. The sample used in this study was 238 respondents. The sampling technique using a convenience sampling. By using quantitative descriptive approach. The results of this study showed Perceived Ease of Use has not a significant positive effect on the Purchase Intention. Electronic Word of Mouth have a significant positive effect on the Purchase Intention and Price Fairness has a significant positive effect on the Purchase Intention. Keyword: Perceived Ease of Use, Electronic Word of Mouth, Price Fairness, Purchase Intention, Tukutu. Penelitian ini bertujuan untuk membahas mengenai apa-apa saja yang dapat memengaruhi minat pembelian melalui aplikasi Tukutu. Variabel independen yang didapatkan dari hasil survei pendahuluan adalah perceived ease of use, electronic word of mouth dan price fairness. Penelitian ini menggunakan teknik analisis data SEM dan pengolahan data menggunakan PLS. Populasi dalam penelitian ini adalah seluruh pengguna aplikasi Tukutu yang tinggal di wilayah Jakarta Barat, dengan jumlah sampel sebanyak 238 responden. Teknik pengambilan sampel menggunakan convenience sampling dengan menggunakan pendekatan deskriptif kuantitatif. Hasil penelitian ini menunjukkan bahwa variabel perceived ease of use tidak berpengaruh positif secara signifikan terhadap minat pembelian, variabel electronic word of mouth berpengaruh positif secara signifikan terhadap minat pembelian, variabel price fairness berpengaruh positif secara signifikan terhadap minat pembelian. Kata kunci : Perceived Ease of Use, Electronic Word of Mouth, Price Fairness, Minat Pembelian, Aplikasi Tukutu.

Item Type: Thesis (S1-Sarjana)
Call Number: SE/31/20/011
NIM: 43116010042
Uncontrolled Keywords: Perceived Ease of Use, Electronic Word of Mouth, Price Fairness, Minat Pembelian, Aplikasi Tukutu.
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 > 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
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 > 658.6 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 04:15
Last Modified: 06 Feb 2021 04:15
URI: http://repository.mercubuana.ac.id/id/eprint/55151

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