PENGARUH HARGA DAN ELECTRONIC WORD OF MOUTH (e-WOM) TERHADAP KEPUTUSAN PEMBELIAN PRODUK E-COMMERCE LAZADA (Studi Kasus pada pengguna Lazada di Kelurahan Klender)

RISTIYANI, RISTIYANI (2021) PENGARUH HARGA DAN ELECTRONIC WORD OF MOUTH (e-WOM) TERHADAP KEPUTUSAN PEMBELIAN PRODUK E-COMMERCE LAZADA (Studi Kasus pada pengguna Lazada di Kelurahan Klender). Skripsi thesis, SEKOLAH TINGGI ILMU EKONOMI INDONESIA JAKARTA.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh dari Harga dan Electronic Word Of Mouth (e-WOM) terhadap keputusan pembelian produk e-commerce Lazada. Populasi dalam penelitian ini seluruh pelanggan pengguna Lazada di Kelurahan Klender, Jakarta Timur. Penelitian ini merupakan penelitian kuantitatif dengan menggunakan sampel sebanyak 97 responden yang merupakan pengguna Lazada yang pernah melakukan pembelian. Sampel ditentukan berdasarkan metode Purposive Sampling. Pengumpulan data yang digunakan dalam penelitian ini adalah dengan membagikan kuesioner. Teknik pengujian data yang digunakan dalam penelitian ini meliputi uji validitas dan uji reliabilitas, serta analisis regresi linier berganda dengan menggunakan program SPSS versi 26.00. Hasil penelitian ini menunjukkan bahwa Variabel Harga berpengaruh positif dan signifikan terhadap Keputusan Pembelian dan variabel Electronic Word Of Mouth (e-WOM) berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Selanjutnya secara simultan variabel Harga dan Electronic Word Of Mouth (e-WOM) berpengaruh positif dan signifikan terhadap Keputusan Pembelian pada E-commerce Lazada. Kata Kunci : Harga, Electronic Word Of Mouth (e-WOM), dan Keputusan Pembelian ABSTRACT This study aims to determine the effect of Price and Electronic Word Of Mouth (e-WOM) on the purchasing decisions of Lazada's e-commerce products. The population in this study were all Lazada users in Klender Village, East Jakarta. This research is a quantitative research using a sample of 97 respondents who are Lazada users who have made a purchase. The sample was determined based on the purposive sampling method. The data collection used in this research is by distributing questionnaire. Data testing techniques used in this study include validity and reliability tests, as well as multiple linear regression analysis using the SPSS version 26.00 program. The results of this study indicate that the price variable has a positive and significant effect on purchasing decisions and the electronic word of mouth (e-WOM) variable has a positive and significant effect on purchasing decisions. Furthermore, simultaneously variable Price and Electronic Word Of Mouth (e-WOM) have a positive and significant effect on Purchase Decisions on E-commerce Lazada. Key Word : Price, Electronic Word of Mouth, and The Decision of Purchase.

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorSuhardi, Yusuf0301056003yusufsuhardi.stei@gmail.com
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: RISTIYANI
Date Deposited: 06 Oct 2021 15:08
Last Modified: 06 Oct 2021 15:08
URI: http://repository.stei.ac.id/id/eprint/5432

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