WIBOWO, WISHNU ARY (2020) PENGARUH E-WOM, KEPERCAYAAN, DAN PERSEPSI KEMUDAHAN PENGGUNAAN TERHADAP MINAT BELI PRODUK ELEKTRONIK SECARA ONLINE (Studi Pada Pengguna Aplikasi Tokopedia.com). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh E-WOM, kepercayaan, dan persepsi kemudahan penggunaan terhadap minat beli produk elektronik secara online pada pengguna Tokopedia. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik convenience sampling dengan jumlah sampel 167 responden, dan instrumen penelitian ini menggunakan kuesioner. Hasil penelitian menunjukkan bahwa E-WOM dan kepercayaan berpengaruh positif dan signifikan terhadap minat beli produk elektronik secara online, sedangkan persepsi kemudahan penggunaan tidak mempengaruhi minat beli produk elektronik secara online. Untuk penelitian selanjutnya adalah untuk meneliti variabel lain yang tidak diteliti dalam penelitian ini seperti harga, kualitas produk, perceived usefulness, dan memperluas area penelitian dengan karakteristik responden yang berbeda. Kata kunci: E-WOM, Kepercayaan, Persepsi Kemudahan Penggunaan, Minat Beli Secara Online. This study aims to determine the effect of E-WOM, trust, and perceived ease of use on online consumer interest in buying electronic products for Tokopedia users. This research uses a quantitative approach with convenience sampling technique with a sample size of 167 respondents, and the research instrument uses a questionnaire. The results showed that E-WOM and trust had a positive and significant effect on the interest in buying electronic products online, while the perceived ease of use did not affect the interest in buying electronic products online. For further research is to examine other variables not examined in this study such as price, product quality, perceived usefulness, and expand the area of research with different respondent characteristics. Keywords: E-WOM, Trust, Perceived of Ease of Use, Interest in Buying Online
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ. 20 020 |
| NIM/NIDN Creators: | 43116010220 |
| Additional Information: | E-WOM, Kepercayaan, Persepsi Kemudahan Penggunaan, Minat Beli Secara Online. |
| Subjects: | 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan > 155.9 Environmental Psychology/Psikologi Lingkungan > 155.93 Influence of Specific Situations/Pengaruh Situasi Tertentu 700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 739 Art Metalwork/Seni Logam, Kerajinan Logam > 739.4 Iron Art Works/Seni Logam Besi > 739.48 Products/Produk |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 11 Jan 2022 07:31 |
| Last Modified: | 24 Feb 2022 07:25 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/54043 |
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