NURHIDAYATI, ANNISSA (2019) PENGARUH ELECTRONIC WORD OF MOUTH BEAUTY VLOGGER TASYA FARASYA TERHADAP MINAT BELI PRODUK SAFI PADA MAHASISWI UNIVERSITAS MERCU BUANA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research aims to knowledge the impact of Electronic Word of Mouth (eWoM) of Beauty Vlogger Tasya Farasya in purcase intention on student of Mercu Buana University. This research uses Quasi-Experimental method with randomized matched pretest-posttest design method. The sample in this study is 140 girls participant in Mercu Buana University students who never use Safi products before. This eksperiment consist into two groups, which are experiment group and control group that consists 70 participants at each. This research shows the significant impact of Word of Mouth (eWoM) in purcase intention through Wilcoxon Test with significant value 0.000 <0.05. Key word : Word of Mouth (eWoM), Purcase Intention Tujuan penelitian ini adalah mengetahui adanya pengaruh Electronic Word of Mouth Beauty Vlogger Tasya Farasya terhadap Minat Beli pada Mahasiswi Universitas Mercu Buana. Metode yang digunakan dalam penelitian ini adalah metode kuasi eksperimen dengan metode randomized matched pretest-posttest design. Sampel pada penelitian ini berjumlah 140 partisipan yang belum pernah menggunakan produk Safi di Universitas Mercu Buana dan terdiri dari dua kelompok yaitu kelompok eksperimen dan kelompok kontrol yang masing-masing terdiri dari 70 partisipan. Penelitian ini menunjukan adanya pengaruh yang signifikan pada Electronic Word of Mouth terhadap Minat Beli melaui uji Wilcoxon dengan nilai signifikansi 0.000 <0.05. Kata Kunci: Electronic Word of Mouth, Minat Beli
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FP/PSI. 19 249 |
| NIM/NIDN Creators: | 46115010138 |
| Uncontrolled Keywords: | Electronic Word of Mouth, Minat Beli |
| Subjects: | 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 152 Sensory Perception, Movement, Emotions, Physiological Drives/Psikologi Fisiologis > 152.5 Psychological urges/Dorongan psikologis 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan > 155.6 Psychology of Adults/Psikologi Dewasa |
| Divisions: | Fakultas Psikologi > Psikologi |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 12 May 2022 01:54 |
| Last Modified: | 12 May 2022 01:54 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/61018 |
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