PENGARUH E-WOM, ONLINE CUSTOMER REVIEW, DAN PERCEIVED VALUE TERHADAP PURCHASE INTENTION PRODUK PERAWATAN KULIT LOKAL AVOSKIN: STUDI KASUS MAHASISWI STEI JAKARTA

ATHIFATUZZAHRA, ATHIFATUZZAHRA (2023) PENGARUH E-WOM, ONLINE CUSTOMER REVIEW, DAN PERCEIVED VALUE TERHADAP PURCHASE INTENTION PRODUK PERAWATAN KULIT LOKAL AVOSKIN: STUDI KASUS MAHASISWI STEI JAKARTA. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh e-WOM (X1), online customer review (X2), dan perceived value (X3) terhadap purchase intention. Penelitian ini menggunakan jenis penelitian asosiatif dengan metode pendekatan kuantitatif. Metode pengumpulan data menggunakan kuesioner yang diukur menggunakan skala Likert. Populasi dalam penelitian ini adalah seluruh pengguna avoskin. Metode pengambilan sampel menggunakan teknik purposive sampling dengan kriteria mahasiswi STEI Jakarta yang pernah melakukan pembelian produk perawatan kulit lokal avoskin minimal satu kali pembelian. Penelitian ini dilaksanakan dengan menyebar kuesioner kepada 102 responden. Teknik pengolahan data menggunakan program SmartPLS 3.2.9 untuk menguji outer model, inner model dan hipotesis. Hasil dari penelitian ini menunjukkan bahwa e-WOM berpengaruh signifikan terhadap purchase intention, Online Customer Review tidak berpengaruh signifikan terhadap purchase intention, Perceived Value berpengaruh signifikan terhadap Purchase Intention. This study aims to determine the influence of e-WOM (X1), online customer reviews (X2), and perceived value (X3) on purchase intention. This research uses the type of associative research with a quantitative approach method. The data collection method uses a questionnaire which is measured using a Likert scale. The population in this study were all Avoskin users. The sampling method used a purposive sampling technique with the criteria of STEI Jakarta students who had purchased at least one purchase of local Avoskin skin care products. This research was conducted by distributing questionnaires to 102 respondents. Data processing techniques use the SmartPLS 3.2.9 program to test the outer model, inner model and hypotheses. The results of this study indicate that e-WOM has a significant influence on purchase intention, Online Customer Reviews have no significant influence on purchase intention, Perceived Value has a significant influence on Purchase Intention.

Item Type:	Thesis (Skripsi)
Contributors:	Contribution Contributors NIDN Email Thesis advisor Husen, Irfan Arif NIDN0309128203 irfanhusen@gmail.com
Uncontrolled Keywords:	e-WOM, Online Customer Review, Perceived Value, Purchase Intention
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	S1 Manajemen
Depositing User:	Athifatuzzahra
Date Deposited:	20 Jul 2023 03:32
Last Modified:	20 Jul 2023 03:32
URI:	http://repository.stei.ac.id/id/eprint/10392

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