KASIMPAR, DEWI RETNO (2021) ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI PURCHASE INTENTION PADA PENGGUNA APLIKASI CAROUSELL. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh iklan, electronic word of mouth (e-WOM), brand ambassador, electronic service quality, dan kualitas produk terhadap purchase intention pada pengguna aplikasi Carousell Strategi yang digunakan dalam penelitian ini adalah penelitian asosiatif. Metode yang digunakan dalam penelitian ini adalah metode survey. Populasi dalam penelitian ini adalah pengguna aplikasi Carousell. Sampel dalam penelitian ini sebanyak 100 responden. Metode pengumpulan data menggunakan kuesioner. Sumber data penelitian ini merupakan data primer dan data sekunder. Metoda analisis yang digunakan dalam penelitian ini adalah PLS dengan program WarpPLS versi 7.0 dan dievaluasi dengan outer model, inner model dan pengujian hipotesis. Hasil penelitian ini menunjukkan bahwa iklan, brand ambassador, e-service quality, dan kualitas produk berpengaruh positif dan signifikan terhadap purchase intention. E-WOM berpengaruh positif dan tidak signifikan terhadap purchase intention pada pengguna aplikasi Carousell. Nilai R-square sebesar 0,680 menunjukkan bahwa purchase intention dipengaruhi oleh iklan, e-WOM, brand ambassador, electronic service quality, dan kualitas produk sebesar 68% dan sisanya sebanyak 32% dipengaruhi oleh variabel lain. Kesimpulan dalam penelitian ini menunjukkan bahwa empat variabel dalam penelitian ini yaitu iklan, brand ambassador, e-service quality, dan kualitas produk memengaruhi purchase intention pada pengguna aplikasi Carousell, dan satu variabel dalam penelitian ini yaitu e-WOM tidak memengaruhi purchase intention pada pengguna aplikasi Carousell. Kata kunci : iklan, electronic word of mouth (e-WOM), brand ambassador, electronic service quality, kualitas produk, dan purchase intention. The purpose of this research is to know the influence of advertisement, electronic word of mouth, brand ambassador, electronic service quality, and product quality on purchase intention (a case study on Carousell application users). The strategy used in this research is associate research. Methodology used in this research is survey method. Population in this research is were users of the Carousell application. Data samples are 100 respondents. Questionnaire is used as instrument on this research. Data source are divided into primary data and secondary data. Data analysis method used in this research is Partial Least Squares (PLS) by the programme of WarpPLS version 7.0 and evaluated within outer, inner model, and hypothesis test. The result of this research shows that advertisement, brand ambassador, electronic service quality, and product quality give positive and significant to purchase intention on Carousell application users. E-WOM give positive and insignificant to purchase intention on Carousell application users. The R-squared value of 0.680 shows that purchasing intention are influenced by the advertisement, electronic word of mouth, brand ambassador, electronic service quality, and product quality, while the remaining 32% is influenced by other variable. Conclusions of this study indicate that four independent variables in the study are advertisement, brand ambassador, electronic service quality, and product quality influence on purchase intention on Carousell application users. And one independent variables in the study are e-WOM has no effect on purchase intention on Carousell application users. Keywords : advertisement, electronic word of mouth, brand ambassador, electronic service quality, product quality, and purchase intention
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Ms DEWI RETNO KASIMPAR | ||||||||
| Date Deposited: | 20 Dec 2021 01:12 | ||||||||
| Last Modified: | 20 Dec 2021 01:12 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/6306 |
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