Jericho, Jericho (2023) PENGARUH INFLUENCER MARKETING, CUSTOMER REVIEW, E-WOM MELALUI MEDIASI TRUST TERHADAP KEPUTUSAN PEMBELIAN DI E- COMMERCE TOKOPEDIA. Skripsi thesis, Universitas Tarumanagara.
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Abstract
ABSTRACT TARUMANAGARA UNIVERSITY FACULTY OF ECONOMICS AND BUSINESS JAKARTA (A) JERICHO 115190196 (B) THE EFFECT OF INFLUENCER MARKETING, CUSTOMER REVIEWS, E- WOM THROUGH TRUST MEDIATION ON PURCHASE DECISIONS IN TOKOPEDIA E-COMMERCE (C) XVI + 59 Pages, 24 Tables, 5 Pictures, 2 Attachments (D) MARKETING MANAGEMENT (E) Abstract: The purpose of this research is to examine the influence of influencer marketing, customer reviews, and E-WOM on purchasing decisions in Tokopedia e-commerce through trust mediation. This research examines consumers using Tokopedia e-commerce. The number of samples used was 220 respondents using non-probability sampling techniques with a purposive sampling approach. This research is a quantitative research with data collection methods using online Google forms and data analysis using SEM (Structural Equation Modeling) with the help of SmarPLS 3 software. The results of this research show that influencer marketing, customer reviews, E- WOM have a significant influence on Purchasing decisions on Tokopedia e- commerce with trust mediation. (F) Keywords: Influencer Marketing, Customer Reviews, E-WOM, Purchase Decision. (G) References: 33 (2006-2023) (H) M.Tony Nawawi Drs., M.M. ABSTRAK UNIVERSITAS TARUMANAGARA FAKULTAS EKONOMI DAN BISNIS JAKARTA (A) JERICHO 115190196 (B) PENGARUH INFLUENCER MARKETING, CUSTOMER REVIEWS,E-WOM MELALUI MEDIASI TRUST TERHADAP KEPUTUSAN PEMBELIAN DI E-COMMERCE TOKOPEDIA (C) XVI + 59 Halaman, 24 Tabel, 5 Gambar, 2 Lampiran (D) MANAJEMEN PEMASARAN (E) Abstrak: Tujuan penelitian ini adalah untuk meneliti pengaruh influencer marketing, customer reviews, dan E-WOM terhadap keputusan pembelian di e-commerce Tokopedia melalui mediasi trust. Penelitian ini meneliti konsumen pengguna e-commerce Tokopedia. Jumlah sampel yang digunakan sebanyak 220 responden dengan menggunakan teknik non-probability sampling dengan pendekatan purposive sampling. Penelitian ini merupakan penelitian kuantitatif dengan metode pengumpulan data menggunakan bantuan google form online dan analisa data menggunakan SEM (Structural Equation Modeling) dengan bantuan software SmarPLS 3. Hasil dari penelitian ini menunjukkan bahwa influencer marketing, customer reviews, E-WOM memiliki pengaruh yang signifikan terhadap Keputusan pembelian di e- commerce Tokopedia dengan mediasi trust. (F) Kata Kunci: Influencer Marketing, Customer Reviews, E-WOM, Keputusan Pembelian. (G) Daftar Acuan: 33 (2006-2023) (H) M.Tony Nawawi Drs., M.M.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | FE Perpus |
| Date Deposited: | 20 Aug 2024 07:59 |
| Last Modified: | 20 Aug 2024 07:59 |
| URI: | http://repository.untar.ac.id/id/eprint/43950 |
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