MINAT BELI PADA MARKETPLACE SHOPEE (STUDI PADA DKI JAKARTA)

Assa Saputri, . (2022) MINAT BELI PADA MARKETPLACE SHOPEE (STUDI PADA DKI JAKARTA). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The development of the Shopee marketplace to become the number one marketplace globally has experienced ups and downs in its business competition. This study aims to determine the effect of reputation, EWOM and brand trust on purchase intention at the shopee marketplace in the DKI Jakarta area. This study used a quantitative descriptive analysis method, which then obtained data from distributing questionnaires using a non-probability sampling method with purposive sampling. So that the sample used was 143 marketplace marketplace users domiciled in DKI Jakarta. Data analysis used is descriptive and inferential data analysis techniques using Partial Least Square (PLS) with SmartPLS 3.2.9 software. The results of this study indicate that reputation has an influence on purchase intention of 0.429, EWOM has an influence on purchase intention of 0.601, brand trust has an influence on purchase intention of -0.145.

Item Type:	Thesis (Skripsi)
Additional Information:	[No.Panggil: 1910111039] [Pembimbing: Miguna Astuti] [Penguji 1: Prasetyo Hadi] [Penguji 2: Heni Nastiti]
Uncontrolled Keywords:	Purchase Intention, Reputation, EWOM, Brand Trust, Marketplace
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions 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:	Assa Saputri
Date Deposited:	31 Jan 2023 03:56
Last Modified:	31 Jan 2023 03:56
URI:	http://repository.upnvj.ac.id/id/eprint/22157

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