PENGARUH EWOM (ELECTRONIC WORD OF MOUTH), BRAND TRUST, DAN BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Pembeli di Tokopedia)

NURHASANAH, NURHASANAH (2020) PENGARUH EWOM (ELECTRONIC WORD OF MOUTH), BRAND TRUST, DAN BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Pembeli di Tokopedia). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Shopping through online stores that gather many people, makes online stores a place for buying and selling transactions as a medium that is favored by many people. The purpose of this study was to determine how EWOM, Brand Trust and Brand Ambassador influence the use of e-commerce on purchasing decisions at the Tokopedia online store. In this study, using a quantitative approach by collecting data through the survey method. The population in this study were Tokopedia users from Mercubuana regular 2 and regular 3 class students. A sample of 100 respondents with data collection techniques using a questionnaire filled in google form. Analysis of the data in this Modeling where the data processing uses the Partial Least Square (PLS) Version 3.3.2 program. The results of this study indicate that EWOM has a positive and significant effect on purchasing decisions. For the next variable, namely Brand Trust, has a positive and significant influence on Purchasing Decisions. And for the Brand Ambassador variable, it has a positive and significant effect on Purchasing Decisions. Keywords: EWOM (Electronic Word Of Mouth), Brand Trust, Brand Ambassador, E-Commerce, Online Purchase Decision Berbelanja melalui toko online yang menghimpun banyak orang, menjadikan toko online tempat untuk melakukan transaksi jual beli secara sebagai media yang digemari oleh banyak orang. Tujuan Penelitian ini adalah untuk mengetahui bagaimana pengaruh EWOM, Brand Trust dan Brand Ambassador dalam penggunakan e-commerce terhadap keputusan pembelian di toko online Tokopedia. Dalam penelitian ini menggunakan pendekatan kuantitatif dengan mengumpulkan data melalui metode survei. Populasi dalam penelitian ini adalah pengguna Tokopedia dari kalangan mahasiswa Mercubuana kelas regular 2 dan regular 3. Sampel berjumlah 100 responden dengan teknik pengumpulan data menggunakan kuesioner yang diisi di google form. Analisa data pada penelitian ini menggunakan program Partial Least Square (PLS) Versi 3.3.2. Hasil penelitian ini menunjukan bahwa EWOM berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Untuk variable selanjutnya yaitu Brand Trust memiliki pengaruh positif dan signifikan terhadap Keputusan Pembelian. Dan untuk variable Brand Ambassador pengaruhnya positif dan signifikan terhadap Keputusan Pembelian. Kata kunci: EWOM (Electronic Word Of Mouth), Brand Trust, Brand Ambassador, E-Commerce, Keputusan Pembelian Online.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 20 224
NIM/NIDN Creators: 43116110365
Uncontrolled Keywords: EWOM (Electronic Word Of Mouth), Brand Trust, Brand Ambassador, E-Commerce, Keputusan Pembelian Online.
Subjects: 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: Dede Muksin Lubis
Date Deposited: 11 Sep 2023 02:52
Last Modified: 02 May 2024 02:52
URI: http://repository.mercubuana.ac.id/id/eprint/80641

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