ANALISIS PENGARUH E-WOM, PRODUCT QUALITY, DAN PRICE PERCEPTION TERHADAP REPURCHASE INTENTION BEAUTY CARE MELALUI SHOPEE

Komang Mustika Pramesti, . (2024) ANALISIS PENGARUH E-WOM, PRODUCT QUALITY, DAN PRICE PERCEPTION TERHADAP REPURCHASE INTENTION BEAUTY CARE MELALUI SHOPEE. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The Covid-19 pandemic has shifted the shopping paradigm towards online platforms, and the Indonesian government has provided various E-commerce platforms to facilitate online transactions. Shopee, as one of the leading platforms in Indonesia, offers convenience to users for online buying and selling activities. Amidst the rapid development of the beauty and fashion industry, especially until 2023, E-commerce platforms present significant opportunities for businesses to enhance marketing activities. This era also signifies the effectiveness of marketing strategies, including Electronic Word of Mouth (E-WOM), considered an effective way to boost repeat purchases among consumers through the Shopee platform. This quantitative study involves 100 respondents in the DKI Jakarta region. The sampling method used is nonprobability sampling with purposive sampling techniques. Data processing is conducted using SmartPLS 4.0, applying SEM-PLS analysis techniques. The research analysis results indicate that (1) E-WOM significantly influences Repurchase Intention. (2) Product Quality significantly influences Repurchase Intention. (3) Price Perception does not significantly influence Repurchase Intention

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2010111182] [Pembimbing: Bernadin Dwi M] [Penguji 1: Dienni Ruhjatini Sholihah] [Penguji 2: Pusporini]
Uncontrolled Keywords: E-WOM, Product Quality, Price Perception, Repurchase Intention
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HA Statistics
H Social Sciences > HB Economic Theory
H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HF Commerce
Q Science > Q Science (General)
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Komang Mustika Pramesti
Date Deposited: 20 Mar 2024 03:44
Last Modified: 20 Mar 2024 03:44
URI: http://repository.upnvj.ac.id/id/eprint/28240

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