WIBOWO, BINTANG GORAFLI (2024) PENGARUH E-WOM, BRAND IMAGE, DAN INFLUENCER TERHADAP KEPUTUSAN PEMBELIAN PADA TOKOPEDIA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
ABSTRACT This research aims to examine the influence of E-Wom, Brand Image and Influencers on Purchasing Decisions at the Tokopedia Marketplace in DKI Jakarta. The population in this research is consumers who use the Tokopedia marketplace in DKI Jakarta, totaling 205 people. The population in this research are consumers who use the Tokopedia marketplace in Jabodetabek. Data analysis techniques used in this research include outer model testing (Convergent Validity, Discriminate Validity, Composite Reability), inner model hypothesis testing (R square value, Goodness of Fit Model boostraping), Data was collected by distributing questionnaires to consumers and processed using a program Smart PLS 4.0. The results of this research show that E-Wom has a positive and significant effect on purchasing decisions. Brand Image has a positive and significant effect on Purchasing Decisions. Influencers have a positive and significant influence on purchasing decisions. ABSTRAK Penelitian ini bertujuan untuk menguji pengaruh E-Wom, Brand Image dan Inlfluencer terhadap Keputusan Pembelian di Marketplace Tokopedia di DKI Jakarta. Populasi dalam penelitian ini adalah konsumen yang menggunakan marketplace Tokopedia di DKI Jakarta yang berjumlah 205 orang. Populasi dalam penelitian ini adalah konsumen yang menggunakan marketplace Tokopedia di Jabodetabek. Teknik analisis data yang digunakan dalam penelitian ini meliputi uji outer model (Convergent Validity, Discriminat Validity, Composite Reability), Uji hipotesis inner model (Nilai R square, Goodness of Fit Model boostraping), Data dikumpulkan dengan membagikan kuisioner kepada konsumen dan diolah menggunakan program Smart PLS 4.0. Hasil penelitian ini menunjukkan bahwa EWom berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Brand Image berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Inlfluencer berpengaruh positif dan signifikan terhadap Keputusan Pembelian.
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ. 24 328 |
| NIM/NIDN Creators: | 43120010160 |
| Uncontrolled Keywords: | E-Wom, Brand Image, Influencer dan Keputusan Pembelian |
| Subjects: | 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: | AFIFAH SALMA RAMADINA |
| Date Deposited: | 25 Sep 2024 07:02 |
| Last Modified: | 25 Sep 2024 07:02 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/91793 |
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