Candra Dewa Wijaya Kusuma, . (2022) ANALISIS PENGARUH SOCIAL MEDIA MARKETING, ELECTRONIC WORD OF MOUTH, DAN E-SERVICE QUALITY TERHADAP MINAT BELI PADA E-COMMERCE TOKOPEDIA (STUDI KASUS PADA MAHASISWA FEB UPNVJ). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This research is a quantitative study that aims to determine whether there is an influence between social media marketing, electronic word of mouth and e-service quality on purchase intention in e-commerce Tokopedia (a case study on FEB UPNVJ students). This study used 100 respondents, with purposive sampling technique. The analysis technique used is the path analysis method and data processing is done through SmartPLS 4.0. The results of the test obtained (1) social media marketing has a positive and significant effect on purchase intention in e-commerce Tokopedia at FEB UPNVJ. (2) electronic word of mouth has a positive and significant effect on purchase intention in e-commerce Tokopedia at FEB UPNVJ. (3) E-service quality has no effect on purchase intention in e-commerce at FEB UPNVJ.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 1910111062] [Pembimbing: Lina Ariyani] [Penguji 1: Miguna Astuti] [Penguji 2: Diana Triwardhani] |
| Uncontrolled Keywords: | social media marketing, e-wom, e-service quality, and purchace intention |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce H Social Sciences > HJ Public Finance |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | Candra Dewa Wijaya Kusuma |
| Date Deposited: | 25 Jan 2023 12:28 |
| Last Modified: | 25 Jan 2023 12:28 |
| URI: | http://repository.upnvj.ac.id/id/eprint/22171 |
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