AKBAR, AHMAD (2020) PENGARUH E-WOM, PERSEPSI RISKO, DAN PERSEPSI TEKNOLOGI TERHADAP KEPERCAYAAN KONSUMEN SERTA DAMPAKNYA TERHADAP MINAT TRANSAKSI ONLINE. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
The purpose of this study is to determine the company's strategy for increasing the customers' online transactions on fashion products through e-commerce. The measurement method uses a survey through a questionnaire by using trust factors, electronic word of mouth (e-wom), perceived risk, and perceived technology in influencing customer’s online purchase intention. The sample was collected 105 respondents by answering 21 statements on the questionnaire. The data processing method uses Structural Equation Modeling (SEM). The results found that the customer trust factor positively influences online purchase intention. Keywords: Online Purchase Intentions, E-WOM, Perceived Risk, PerceivedTechnology. Tujuan penelitian ini adalah menetapkan strategi perusahaan untuk meningkatkan minat transaksi online pelanggan dalam berbelanja produk fesyen melalui e- commerce. Metode pengukuran menggunakan survey melalui kuesioner dengan melihat faktor kepercayaan (trust), berita dari mulut ke mulut secara digital (e- wom), persepsi resiko (perceived risk), dan persepsi teknologi (perceived technology) dalam mempengaruhi minat pelanggan untuk bertransaksi online. Sampel yang dikumpulkan sebanyak 105 responden dengan menjawab 21 pernyataan pada kuesioner. Metode pengolahan data menggunakan Structural Equation Modelling (SEM). Hasil penelitian menemukan bahwa faktor kepercayaan pelanggan sangat mempengaruhi minat transaksi orang secara online. Kata kunci: Minat transaksi online, E-WOM, persepsi resiko, persepsi teknologi.
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-20-047 |
| Call Number: | T-51-MPS-20-012 |
| NIM/NIDN Creators: | 55117120020 |
| Uncontrolled Keywords: | Online Purchase Intentions, E-WOM, Perceived Risk, PerceivedTechnology.Minat transaksi online, E-WOM, persepsi resiko, persepsi teknologi, MPS, Manajemen pemasaran |
| 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 |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | MELATI CAHYA FITRIANI |
| Date Deposited: | 17 Feb 2022 03:30 |
| Last Modified: | 18 Jun 2022 04:41 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/56243 |
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