Analisis Faktor-Faktor yang Mempengaruhi Purchase Decision pada Layanan Ride Hailing di Kota Batam

Dr, Muhammad Wisnu (2019) Analisis Faktor-Faktor yang Mempengaruhi Purchase Decision pada Layanan Ride Hailing di Kota Batam. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Tujuan dari penelitian yang dibuat ini ditunjukan untuk mempelajari pengaruh hubungan antara variabel EWOM dengan social media usage yang dapat mempengaruhi purchase decision involvement terhadap aplikasi Go-jek dan Grab dengan trust sebagai Intervening nya. Objek yang akan diteliti ini adalah para pengguna aplikasi Go-jek dan Grab di kota Batam dan terlibat dalam beberapa EWOM di social media facebook, twitter, dan instagram. Metode penelitian yang digunakan yaitu metode purposive sampling, yang dimana sampel dari penelitian wajib memenuhi kriteria dari tujuan utama penelitian ini, sedangkan metodologi yang digunakan oleh penelitian ini yaitu metode PSS dan smart PLS versi 3.0 untuk menganalisis pengaruh antara variabel independen (EWOM, social media usage) dan variabel mediasi (trust) terhadap variabel dependen (purchase decision involvement) Hasil penelitian ini memperlihatkan bahwa social media usage berpengaruh signifikan positif terhadap variabel mediasi (trust), dan variabel dependen (purchase decision involvment) secara langsung. EWOM juga berpengaruh signifikan positif secara tidak langsung terhadap purchase decision involvement melalui variabel mediasi (trust). ********************************************************************** The intention of this research was to study the effect and relation between EWOM with social media usage on purchase decision involvement in Go-jek and Grab while having trust as an intervening variable. Target object of this research is the user of both of the application which is Go-jek and Grab in Batam City, and the research object must be using one or more social media such as facebook, twitter and instagram. The method of this research is purposive sampling. Which is a method that requiring the sample of the research to be able to meet some standards that are the main purpose of this research. The result of this study or research was showing that social media usage had a direct positive significant effect on mediating variable (trust) and toward dependent variable which is purchase decision involvement. While EWOM had an indirect positive effect in purchase decision involvement through mediating variable (trust).

Item Type: Thesis (Undergraduate)
Additional Information: Similarity: 24
Uncontrolled Keywords: EWOM, Social Media Usage, Trust, Purchase Decision Involvement.
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: 19 Oct 2019 06:13
Last Modified: 19 Oct 2019 06:13
URI: http://repository.uib.ac.id/id/eprint/1741

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