Alifia Salsabila Handoko, . (2024) ANALISIS HUBUNGAN ELECTRONIC WORD OF MOUTH DENGAN PURCHASE INTENTION PRODUK MERCHANDISE PADA APLIKASI WEVERSE SHOP. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
![[img]](http://repository.upnvj.ac.id/style/images/fileicons/text.png) |
Text
ABSTRAK.pdf Download (67kB) |
|
Text
AWAL.pdf Download (1MB) |
|
Text
BAB 1.pdf Restricted to Repository UPNVJ Only Download (176kB) |
|
Text
BAB 2.pdf Restricted to Repository UPNVJ Only Download (203kB) |
|
Text
BAB 3.pdf Restricted to Repository UPNVJ Only Download (337kB) |
|
Text
BAB 4.pdf Restricted to Repository UPNVJ Only Download (385kB) |
|
Text
BAB 5.pdf Restricted to Repository UPNVJ Only Download (75kB) |
|
Text
DAFTAR PUSTAKA.pdf Download (148kB) |
|
Text
DAFTAR RIWAYAT HIDUP.pdf Restricted to Repository UPNVJ Only Download (84kB) |
|
Text
LAMPIRAN.pdf Restricted to Repository UPNVJ Only Download (1MB) |
|
Text
HASIL PLAGIARISME.pdf Restricted to Repository staff only Download (363kB) |
|
Text
ARTIKEL KI.pdf Restricted to Repository staff only Download (373kB) |
Abstract
Changes in communication patterns and advancements in information technology have shifted conventional media and introduced electronic word of mouth (eWOM), which plays a crucial role in modern consumer purchase decisions and behavior, as internet user penetration in Indonesia reached 77,02% in 2022. This study aims to analyze the relationship between eWOM and purchase intention for merchandise products on the Weverse Shop application using the Information Adoption Model Theory. The research employs a quantitative method, collecting data through a survey involving 100 respondents from an online community of merchandise buyers on social media platform X, and analyzes it using inferential statistics. The correlation test results show a significant figure with a value of 0.000, which is < 0,10, and a correlation coefficient of 0,601 indicating a strong relationship. The simple linear regression test results demonstrate a positive relationship direction with a regression coefficient of 0,239. The coefficient of determination calculation is 44,4%, showing that there is an influence of information adoption of eWOM on purchase intention for Weverse Shop products, with the remaining 55,6% determined by other factors not examined in this study. These results are reinforced by hypothesis testing using a t-test, where the test results state that H0 is rejected while H1 is accepted, meaning there is a significant influence of information adoption of eWOM on purchase intention for Weverse Shop products.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No Panggil : 1710411207] [Pembimbing : Yani Hendrayani] [Penguji 1 : Kusumajanti] [Penguji 2 : Lusia Handayani] |
| Uncontrolled Keywords: | Electronic Word of Mouth, Information Adoption, Purchase Intention |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HE Transportation and Communications 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: | ALIFIA SALSABILA HANDOKO |
| Date Deposited: | 01 Oct 2024 06:53 |
| Last Modified: | 01 Oct 2024 06:53 |
| URI: | http://repository.upnvj.ac.id/id/eprint/33709 |
Actions (login required)
 |
View Item |