SIMAMORA, PATAR ZENEPER (2023) PENGARUH MEDIA SOSIAL, WORD OF MOUTH ELEKTRONIK, DAN KEPERCAYAAN TERHADAP MINAT BELI IKAN HIAS (Studi pada Pasar Ikan Hias Jatinegara). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The study aims to analyze the impact of social media, electronic word of mouth and trust in the interest of buying decorative fish. The population in this study is all the consumers of the flowering fish market in the Jakarta area. Sampling using convenience sampling method obtained a number of 168 respondents.The method of data collection using a survey method, with research instruments is a questionnaire. The data-analysis method with partial least square. This study proved that social media, the electronic word of mouth and trust significantly influence purchasing interest. Keywords: Social Media, Electronic Word of Mouth, Trust, Buying Interest, Pasar Ikan Hias Jatinegara, Ornamental Fish Penelitian ini bertujuan untuk menganalisis Pengaruh media Sosial, word of mouth elektronik dan kepercayaan terhadap minat beli ikan hias. Populasi dalam penelitian ini adalah seluruh konsumen pasar ikan hias di daerah Jakarta. Pengambilan Sampel menggunakan metode convenience sampling yang di dapat sejumlah 168 responden. Metode pengumpulan data menggunakan metode survey, dengan instrumen penelitian adalah kuesioner. Metode analisis data menggunakan Partial Least Square. Penelitian ini membuktikan bahwa media sosial, elektronik word of mouth dan kepercayaan berpengaruh secara signifikan terhadap minat beli. Kata Kunci: Media Sosial, Word of Mouth Elektronik, Kepercayaan, Minat beli, Pasar Ikan Hias Jatinegara, Ikan Hias
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ. 23 277 |
| NIM/NIDN Creators: | 43119110296 |
| Uncontrolled Keywords: | Media Sosial, Word of Mouth Elektronik, Kepercayaan, Minat beli, Pasar Ikan Hias Jatinegara, Ikan Hias |
| 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 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: | ADELINA HASNA SETIAWATI |
| Date Deposited: | 01 Nov 2023 07:59 |
| Last Modified: | 01 Nov 2023 07:59 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/83668 |
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