ANALISIS PENGARUH E-WOM, E-SERVICE QUALITY, DAN REPUTATION TERHADAP PURCHASE INTENTION PADA E-COMMERCE LAZADA

Bintang Rachmat Rabbani, . (2023) ANALISIS PENGARUH E-WOM, E-SERVICE QUALITY, DAN REPUTATION TERHADAP PURCHASE INTENTION PADA E-COMMERCE LAZADA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The development of online shopping has also increased competition in e-commerce. Every e-commerce company competes in providing the best offers and services to consumers. Lazada as one of the top five e-commerce in Indonesia also feels this competition and carries out various plans and strategies in increasing consumer buying interest. This study aims to analyse and find out whether there is an influence between the variables E-WOM, E-Service Quality, and Reputation on Purchase Intention in Lazada e-commerce. Quantitative research using a sample of 100 respondents. Respondents are residents of Bekasi City and have visited or used the Lazada website and application. Nonprobability sampling method with purposive sampling technique. The analysis technique used is SEM-PLS with data processing through SmartPLS 4.0. The results of data analysis show (1) E-WOM has no effect on Purchase Intention. (2) E-Service Quality has a significant effect on Purchase Intention. (3) Reputation has a significant effect on Purchase Intention.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2010111092] [Pembimbing: Anastasia Bernadin Dwi Mardiatmi] [Penguji 1; Maria Assumpta Wikantari] [Penguji 2; Lina Aryani]
Uncontrolled Keywords: E-WOM, E-Service Quality, Reputation, Purchase Intention
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
H Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Bintang Rachmat Rabbani
Date Deposited: 19 Mar 2024 07:07
Last Modified: 19 Mar 2024 07:07
URI: http://repository.upnvj.ac.id/id/eprint/27734

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