Febi Eka Diwanti, . (2026) PENGARUH E-WOM PADA EVENT SEVENTEEN EXPERIENCE TERHADAP KEPUTUSAN PEMBELIAN PENGGEMAR DI X. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aims to determine the extent of the influence of e-WOM regarding the SEVENTEEN EXPERIENCE event on fans’ purchasing decisions on X. This study employs a quantitative approach using a survey method involving 100 respondents consisting of fans of the K-pop boy group SEVENTEEN who participated in the SEVENTEEN EXPERIENCE event. The sample was determined using purposive sampling techniques, with the research instrument being a questionnaire analyzed using simple linear regression via SPSS. The results indicate that e-WOM has a significant effect on purchasing decisions. The regression coefficient was 0.808, indicating that the greater the influence of e-WOM, the stronger the fans’ purchasing decisions. Based on the results of the coefficient of determination test, it was found that the influence of e-WOM on purchasing decisions was 44.30%. It is hoped that this study can serve as a source or reference that can be further developed in future research.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2210411092] [Pembimbing: Ratu Nadya Wahyuningratna] [Penguji 1: Rini Riyantini] [Penguji 2: Vina Mahdalena] |
| Uncontrolled Keywords: | e-WOM, K-pop, Purchase Decision, SEVENTEEN EXPERIENCE, Social Media, X |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | FEBI EKA DIWANTI |
| Date Deposited: | 27 Aug 2026 07:39 |
| Last Modified: | 27 Aug 2026 07:40 |
| URI: | http://repository.upnvj.ac.id/id/eprint/51034 |
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