Piliang, Reynardo Owen (2024) PENGARUH E-WOM, PERSEPSI NILAI, RATING PRODUK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE DI SHOPEE. Undergraduate thesis, Universitas Muhammadiyah Malang.
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Abstract
This research aims to determine the influence of e-WOM, perceived value and product ratings on smartphone purchasing decisions at Shopee. This type of research uses quantitative research. Data was collected by filling out a questionnaire with 160 respondents who had purchased smartphone products on Shopee e-commerce. Secondary data was collected through literature study. Data analysis used the t test, F test, and coefficient of determination test using SPSS software. The results show that: a) E-WOM (Electronic Word of Mouth) has a significant influence on smartphone purchasing decisions at Shopee; b) Perceived value has also been proven to have a significant influence on purchasing decisions; c) Product ratings have a significant influence on purchasing decisions; d) Simultaneously, the variables E-WOM, perceived value, and product rating have a significant effect on purchasing decisions, with an R square value of 0.593.
Item Type: | Thesis (Undergraduate) |
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Student ID: | 201710160311502 |
Keywords: | Purchase decision, e-WOM, perception. |
Subjects: | Q Science > Q Science (General) |
Divisions: | Faculty of Economics and Business > Department of Management (61201) |
Depositing User: | 201710160311502 reynardoowen |
Date Deposited: | 12 Aug 2024 05:07 |
Last Modified: | 12 Aug 2024 05:07 |
URI: | https://eprints.umm.ac.id/id/eprint/9958 |