Pengaruh E-WOM terhadap Minat Beli Online Kosmetik Korea di Kota Batam

Afrinovian, Afrinovian (2019) Pengaruh E-WOM terhadap Minat Beli Online Kosmetik Korea di Kota Batam. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Tujuan dari penelitian ini ialah untuk menganalisa hubungan faktor-faktor yang dapat mempengaruhi online purchase intention. Faktor-faktor tersebut yang akan di analisa ialah information quality, information credibility, information usefulness, information adoption, dan information quantity. Objek penelitian adalah para peminat kosmetik merek Korea yang berada di Kota Batam dengan kriteria tertentu yaitu perempuan di media sosial. Penelitian ini menggunakan teknik purposive sampling, yaitu teknik penentuan sampel dengan objek yang akan diteliti, dengan kata lain unit sampel yang akan dipilih disesuaikan dengan tujuan penelitian. Program penelitian yang digunakan ialah SPSS (Statistical Package for the Social Sciences). Hasil dari penelitian ini menunjukkan bahwa variable information quality dan information usefulness, berpengaruh secara signifikan terhadap online purchase intention sedangkan variabel information credibility, information adoption dan information quantity, tidak pengaruh terhadap variable online purchase intention. ********************************************************************** The purpose of this study is to analyze the relationship of factors that can affect online purchase intention. These factors that will be analyzed are information quality, information credibility, information usefulness, information adoption, and information quantity. The object of the research are the users of the Korean cosmetic that are in Batam City with certain criteria, namely women on social media. This study uses a purposive sampling method, which is a technique of determining samples with certain criteria, in other words the sample units to be selected are adjusted to the research objectives. The program used in this research is SPSS (Statistical Package for the Social Sciences). The results of this research indicate that the information quality and information usefulness are able to influence significantly on online purchase intention while information credibility, information adoption and information quantity have no significant effect on online purchase intention.

Item Type: Thesis (Undergraduate)
Additional Information: Similarity: 24
Uncontrolled Keywords: online purchase intention, information quality, information credibility, information usefulness, information adoption, and information quantity.
Subjects: H Social Sciences > HF Commerce > Business > Marketing. Distribution of products
Divisions: School of Economic and Business > Accounting
SWORD Depositor: Admin Repository Universitas Internasional Batam
Depositing User: Admin Repository Universitas Internasional Batam
Date Deposited: 15 Oct 2019 12:25
Last Modified: 15 Oct 2019 12:25
URI: http://repository.uib.ac.id/id/eprint/1446

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