Angela, Saskia (2021) ANALISIS PENGARUH GAYA HIDUP, ONLINE CUSTOMER REVIEW DAN EWOM TERHADAP KEPUTUSAN PENGGUNAAN APLIKASI OVO (Studi Kasus pada Mahasiswa STEI Jakarta). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
Penelitian ini bertujuan untuk mengetahui analisis pengaruh gaya hidup, Online Customer Review, dan Electronic Word of Mouth terhadap keputusan penggunaan aplikasi OVO (Studi Kasus pada Mahasiswa STEI Jakarta). Strategi dalam penelitian ini adalah penelitian asosiatif dengan pendekatan kuantitatif sebagai metoda penelitian. Populasi dalam penelitian ini adalah mahasiswa STEI Jakarta yang menggunakan aplikasi OVO pada periode Juli 2021. Penelitian ini menggunakan data primer dengan penyebaran kuesioner. Sampel dalam penelitian ini sebanyak 155 responden. Metoda analisis yang digunakan dalam penelitian ini adalah Partial Least Squares (PLS) dengan program SmartPLS versi 3.2.9 dan dievaluasi dengan outer model dan inner model. Hasil penelitian ini menyimpulkan bahwa gaya hidup berpengaruh positif dan signifikan terhadap keputusan pembelian, Online Customer Review berpengaruh positif dan signifikan terhadap keputusan pembelian, dan Electronic Word of Mouth berpengaruh positif dan signifikan tehadap keputusan pembelian. Nilai R-square sebesar 0.835 menunjukkan bahwa keputusan pembelian dipengaruhi oleh gaya hidup, Online Customer Review, dan Electronic Word of Mouth sebesar 83.5% dan 16.5% dipengaruhi oleh variabel lain. Kata Kunci : Gaya Hidup, Online Customer Review, EWOM, Keputusan Pembelian This study aims to determine Influence Analysis of Lifestyle, Online Customer Review and Electronic Word of Mouth on OVO Applications Decisions (Case Study on STEI Jakarta Students). The strategy in this study is associative research with a quantitative approach as a research method. The Population in this research is STEI Jakarta students who used the OVO application in the July 2021 period. This study uses primary data by distributing questionnaires. The sample in this study are 155 respondents. Data analytsis method used in this research is Partial Least Squares (PLS) by the programme of SmartPLS version 3.2.9 and evaluated within outer and inner model. The result of this research conclude that lifestyle has a positive and significant effect on purchasing decisions, Online Customer Review has a positive and significant effect on purchasing decisions, and Electronic Word of Mouth has a positive and significant effect on purchasing decisions. The R-Squared value of 0.835 shows that purchasing decisions are influenced by lifestyle, Online Customer Reviews, and Electronic Word of Mouth by 83.5% and 16.5% is influenced by other variable. Keywords : Lifestyle, Online Customer Review, EWOM, Purchase Decision
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | SASKIA ANGELA | ||||||||
| Date Deposited: | 28 Dec 2021 03:44 | ||||||||
| Last Modified: | 28 Dec 2021 03:44 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/6441 |
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