FORTUNATA, SABRINA (2023) PENGARUH E-WOM, KUALITAS PRODUK, SIKAP, NORMA SUBJEKTIF, DAN KONTROL PERILAKU YANG DIRASAKAN TERHADAP NIAT BELI FASHION MUSLIM PADA E-COMMERCE SHOPEE. S1 thesis, Universitas Mercu Buana Jakarta.
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (COVER)
01 Cover.pdf Download (299kB) |
|
Text (ABSTRAK)
02 Abstrak.pdf Download (40kB) |
|
Text (BAB I)
03 Bab 1.pdf Restricted to Registered users only Download (130kB) |
|
Text (BAB II)
04 Bab 2.pdf Restricted to Registered users only Download (168kB) |
|
Text (BAB III)
05 Bab 3.pdf Restricted to Registered users only Download (117kB) |
|
Text (BAB IV)
06 Bab 4.pdf Restricted to Registered users only Download (358kB) |
|
Text (BAB V)
07 Bab 5.pdf Restricted to Registered users only Download (85kB) |
|
Text (DAFTAR PUSTAKA)
08 Daftar Pustaka.pdf Restricted to Registered users only Download (113kB) |
|
Text (LAMPIRAN)
09 Lampiran.pdf Restricted to Registered users only Download (892kB) |
Abstract
Shopee is the leading online shopping platform in Southeast Asia and Taiwan. Currently there is competition in the Islamic market through e-commerce. The purpose of this study was to determine and analyze the influence of electronic word of mouth (e-wom), product quality, attitudes, subjective norms, and perceived behavioral control on purchase intention of muslim fashion on Shopee e-commerce. The object of this research is Generation Y and Z Muslim in Indonesia as many as 231 respondents. The approach used in this research is a quantitative approach. With data analysis method Variance Based Structural Equation Model with analysis tool Smart-PLS 3.2.9. The hypotheses of the research results of electronic word of mouth (e-wom), product quality, attitudes, subjective norms, and perceived behavioral control have a positive and significant influence on the purchase intention of Muslim fashion in Shopee e-commerce on Generation Y and Z. Keywords: Electronic Word of Mouth (e-wom), Product Quality, Attitudes, Subjective Norms, Perceived Behavioral Control, Purchase Intention. Shopee adalah platform belanja online terdepan di Asia Tenggara dan Taiwan. Saat ini adanya persaingan pada pasar syariah melalui e-commerce. Tujuan penelitian ini adalah untuk mengetahui dan menganalisis pengaruh electronic word of mouth (e-wom), kualitas produk, sikap, norma subjektif, dan kontrol perilaku yang dirasakan terhadap niat beli fashion muslim pada e-commerce Shopee. Objek penelitian ini adalah Generasi Y dan Z Muslim di Indonesia sebanyak 231 responden. Pendekatan yang digunakan dalam penelitian ini adalah pendekatan kuantitatif. Dengan metode analisis data Variance Based Structural Equation Model dengan alat analisis Smart-PLS 3.2.9. Hipotesis hasil penelitian electronic word of mouth (e-wom), kualitas produk, sikap, norma subjektif, dan kontrol perilaku yang dirasakan memiliki pengaruh positif dan signifikan terhadap niat beli fashion muslim di e-commerce Shopee pada Generasi Y dan Z. Kata Kunci: Electronic Word of Mouth (e-wom), Kualitas Produk, Sikap, Norma Subjektif, Kontrol Perilaku yang Dirasakan, Niat Beli.
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ. 23 246 |
| Call Number: | SE/31/23/362 |
| NIM/NIDN Creators: | 43118010402 |
| Uncontrolled Keywords: | Electronic Word of Mouth (e-wom), Kualitas Produk, Sikap, Norma Subjektif, Kontrol Perilaku yang Dirasakan, Niat Beli. |
| Subjects: | 400 Language/Bahasa > 400. Language/Bahasa > 406 Organizations and management/Organisasi dan Manajemen 800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan > 801.3 Value, Influence, Effect/Nilai, Pengaruh, Efek |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | CALVIN PRASETYO |
| Date Deposited: | 21 Oct 2023 03:33 |
| Last Modified: | 23 Oct 2023 07:09 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/83008 |
Actions (login required)
 |
View Item |
