PENGARUH HOMOPHILY, ATTITUDE DAN TRUST TERHADAP PURCHASE INTENTION APLIKASI E-COMMERCE (Studi pada Konten Review Oleh Rio Gandhi di YouTube)

NURSAFITRI, HANA (2024) PENGARUH HOMOPHILY, ATTITUDE DAN TRUST TERHADAP PURCHASE INTENTION APLIKASI E-COMMERCE (Studi pada Konten Review Oleh Rio Gandhi di YouTube). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of Homophily, Attitude and Trust on Purchase Intention for e-commerce applications on review content by Rio Gandhi on YouTube. The population in study were all e-commerce users who had shopped on e-commerce applications and had watched Rio Gandhi’s e-commerce application review content on YouTube. The sample used is 119, calculated based on G*Power software version 3.1.9.4. The sampling method uses purposive sampling. The methods of data collection using a questionnaire distribution instrument. The data analysis method using Partial Least Square (PLS) version 4.0. This study proves that Homophily, Attitude and Trust have a positive and significant effect on Purchase Intention. Keywords: Homophily, Attitude, Trust, Purchase Intention Penelitian ini bertujuan untuk menguji serta menganalisis pengaruh Homophily, Attitude dan Trust terhadap Purchase Intention aplikasi e-commerce pada konten review oleh Rio Gandhi di YouTube. Populasi dalam penelitian ini adalah seluruh pengguna e-commerce yang pernah berbelanja di aplikasi e-commerce dan pernah menonton konten review e-commerce oleh Rio Gandhi di YouTube. Sampel yang dipergunakan adalah sebanyak 119, dihitung berdasarkan software G*Power versi 3.1.9.4. Metode penarikan sampel menggunakan purposive sampling. Metode pengumpulan data menggunakan instrumen penyebaran kuesioner. Metode analisis data menggunakan Partial Least Square (PLS) versi 4.0. Penelitian ini membuktikan bahwa Homophily, Attitude dan Trust berpengaruh positif dan signifikan terhadap Purchase Intention. Kata Kunci: Homophily, Attitude, Trust, Purchase Intention

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 24 085
Call Number: SE/31/24/067
NIM/NIDN Creators: 43120010318
Uncontrolled Keywords: Homophily, Attitude, Trust, Purchase Intention
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 025 Operations, Archives, Information Centers/Operasional Perpustakaan, Arsip dan Pusat Informasi, Pelayanan dan Pengelolaan Perpustakaan > 025.2 Acquisitions and Collection Developtment/Akuisisi dan Pengembangan Koleksi Perpustakaan > 025.23 Acquisition Through Purchase/Akuisisi Melalui Pembelian
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.6 Personnel Management of Museum/Manajemen Personalia Museum > 069.63 Personnel Management/Manajemen Personalia
300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 380.1-380.9 Standard Subdivisions of Commerce, Communications, Transportation/Subdivisi Standar Dari Perdagangan, Komunikasi, Transportasi > 380.1 Commerce (Trade)/Perdagangan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 651 Office Services/Layanan Kantor > 651.8 Computer Application for Office Management/Aplikasi Komputer untuk Manajemen Perkantoran
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 30 Mar 2024 06:23
Last Modified: 30 Mar 2024 06:23
URI: http://repository.mercubuana.ac.id/id/eprint/87744

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