PENGARUH WEBSITE QUALITY, ELECTRONIC WORD OF MOUTH, DAN BRAND IMAGE TERHADAP PURCHASE INTENTION PENGGUNAAN WEBSITE SOCIOLLA PADA GENERASI Z DI DKI JAKARTA

Yemima Claudia Vanessa Siboro, . (2023) PENGARUH WEBSITE QUALITY, ELECTRONIC WORD OF MOUTH, DAN BRAND IMAGE TERHADAP PURCHASE INTENTION PENGGUNAAN WEBSITE SOCIOLLA PADA GENERASI Z DI DKI JAKARTA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Along with the development of technology, the use of the internet has also experienced significant changes in recent years, thus affecting the way people run businesses from traditional to digital. E-commerce is becoming increasingly popular worldwide as the new method of buying and selling products. This study aims to determine the effect of website quality, electronic word of mouth, and brand image on purchase intention to use Sociolla E-commerce in Generation Z in the DKI Jakarta area. The data in this study were obtained from distributing questionnaires using a non-probability sampling method with purposive sampling. This study also used a quantitative descriptive analysis method. From the results of the questionnaire feedback, the sample used in this study was 110 Generation Z who are Sociolla visitors living in DKI Jakarta. Data analysis was carried out through descriptive and inferential data analysis techniques using SmartPLS 3.0 software. This study shows that website quality has a positive and significant effect on purchase intention, electronic word of mouth has a positive and significant effect on purchase intention, and brand image has a positive and significant effect on purchase intention.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 1910111147] [Pembimbing: Miguna Astuti] [Penguji 1: Yuliniar] [Penguji 2: Rosali]
Uncontrolled Keywords: Purchase Intention, Website Quality, Electronic Word of Mouth, Brand Image, Sociolla
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Yemima Claudia Vanessa Siboro
Date Deposited: 11 Sep 2023 08:02
Last Modified: 11 Sep 2023 08:02
URI: http://repository.upnvj.ac.id/id/eprint/25814

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