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PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP NIAT BELI KONSUMEN MELALUI KEPERCAYAAN SEBAGAI MEDIATOR (Studi Pada Pengakses C2C Marketplace Shopee di Kota Malang)

Hananda, Mutiara Putri (2019) PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP NIAT BELI KONSUMEN MELALUI KEPERCAYAAN SEBAGAI MEDIATOR (Studi Pada Pengakses C2C Marketplace Shopee di Kota Malang). Undergraduate (S1) thesis, University of Muhammadiyah Malang.

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Abstract

This study aims to determine and analyze the impact of eWOM on consumer purchase intention through trust as a mediator on Shopee C2C marketplace in Malang City. The type of this study is explanatory research. The population in this study were people in Malang City who downloaded C2C Shopee marketplace application. The sample in this study is 100 respondents and using purposive sampling technique with the criteria of respondents are they who had never made a purchase on Shopee marketplace, people in Malang City who downloaded Shopee marketplace application for the past year, and received another consumer review as a reference before making a purchase. The data source in this study is the primary data source. Data collection techniques use a questionnaire. Hypothesis testing uses t test and sobel test. The results show the conclusion that the more eWOM as a consumer recommendation on Shopee marketplace, the bigger an impact for consumer purchase intention, the more eWOM as a consumer recommendation on Shopee marketplace, the higher the trust, the higher the trust, the the bigger an impact for consumer purchase intention on Shopee marketplace, and the more eWOM as a consumer recommendation on Shopee marketplace, the the bigger an impact for consumer purchase intentionthrough trust.

Item Type: Thesis (Undergraduate (S1))
Student ID: 201510160311244
Thesis Advisors: Eko Handayanto (0023056801), Ratih Juliati (0030075901)
Keywords: consumer purchase intention, electronic word of mouth, trust
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Economics > Department of Management (61201)
Depositing User: 201510160311244
Date Deposited: 16 Aug 2019 01:56
Last Modified: 16 Aug 2019 01:56
URI : http://eprints.umm.ac.id/id/eprint/48749

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