YULIANA, YINA (2019) PENGARUH ELECTRONIC WORD OF MOUTH PRODUK KOSMETIK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI JABODETABEK. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research aims to know how Electronic Word of Mouth and each dimensions on it influence towards purchase decisions of cosmetic products. Data used in this research is primary data, collected from 465 respondents aged 19-23 years old whose have domicile at JABODETABEK area. The study found that Electronic Word of Mouth also each of the dimensions on it had a significant influence towards purchase decisions of cosmetic products. Base on the result of regression test, known that Electronic Word of Mouth gives influence as much 38,6% towards purchasing decisions. Also, in this research show that dimensions Credibility source and Quantity review of Electronic Word of Mouth are the most influence dimensions to purchase decisions of cosmetic products. Keywords: Electronic Word of Mouth, EWOM, Purchase Desicion Penelitian ini bertujuan untuk mengetahui bagaimana Electronic Word of Mouth dan setiap dimensi yang ada didalamnya berpengaruh terhadap keputusan pembelian produk kosmetik. Data yang digunakan dalam penelitian ini adalah data primer yang dikumpulkan dari 465 responden berusia 19-23 tahun dan berdomisili di daerah JABODETABEK. Studi ini menemukan bahwa Electronic Word of Mouth dan setiap dimensi yang ada didalamnya memiliki pengaruh yang signifikan terhadap keputusan pembelian. Berdasarkan hasil uji regresi, diketahui bahwa Electronic Word of Mouth memberikan pengaruh sebesar 38,6% terhadap keputusan pembelian. Selain itu, dalam penelitian ini diketahui bahwa Credibility review dan Quantity review merupakan dimensi Electronic Word of Mouth yang paling berpengaruh terhadap keputusan pembelian produk kosmetik. Kata Kunci: Electronic Word of Mouth, EWOM, Keputusan Pembelian
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FP/PSI. 19 408 |
| NIM/NIDN Creators: | 46112120089 |
| Uncontrolled Keywords: | Electronic Word of Mouth, EWOM, Keputusan Pembelian |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 334 Cooperative/Koperasi, Sistem Perkoperasian 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 334 Cooperative/Koperasi, Sistem Perkoperasian > 334.5 Consumer Cooperatives/Koperasi Konsumen |
| Divisions: | Fakultas Psikologi > Psikologi |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 18 Feb 2022 12:34 |
| Last Modified: | 07 Nov 2023 04:01 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/56377 |
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