PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI PRODUK XIAOMI PADA MAHASISWA UNIVERSITAS MERCU BUANA

RINUGROHO, RAKKA (2020) PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI PRODUK XIAOMI PADA MAHASISWA UNIVERSITAS MERCU BUANA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of this study was to determine the effect of Electronic Word of Mouth on purchase Intention Xiaomi Products in Mercu Buana University Students. The method used in this study is a quasi-experimental method with a randomized matched pretest-posttest design method. The sample in this study amounted to 128 participants who had never used Xiaomi products at Mercu Buana University and consisted of two groups: the experimental group and the control group, each consisting of 64 participants. This study shows that there is a significant influence on Electronic Word of Mouth on Purchase Interest through the Wilcoxon test with a significance value of 0.000 <0.05. Keywords: Electronic Word of Mouth, Purchase Intention. Tujuan penelitian ini adalah mengetahui adanya pengaruh Electronic Word of Mouth terhadap Minat Beli produk Xiaomi pada Mahasiswa 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 128 partisipan yang belum pernah menggunakan produk Xiaomi di Universitas Mercu Buana dan terdiri dari dua kelompok yaitu kelompok eksperimen dan kelompok kontrol yang masing-masing terdiri dari 64 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. 20 113
NIM/NIDN Creators: 46115010060
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 > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.6 Communication Psychology/Psikologi Komunikasi
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 > 155.9 Environmental Psychology/Psikologi Lingkungan
Divisions: Fakultas Psikologi > Psikologi
Depositing User: Dede Muksin Lubis
Date Deposited: 11 Jan 2023 07:06
Last Modified: 06 Apr 2023 06:35
URI: http://repository.mercubuana.ac.id/id/eprint/73309

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