Path: Top > Skripsi - D4 > 2017 > Jurusan Administrasi Niaga > Program Studi Manajemen Pemasaran > 2020
The Influence Of Ewom Engagement On Consumer Purchase Intention In Social Commerce Application: A Study Case Of Young Female Users In Female Daily Network
Skripsi, 031 / 2020 / IM
Undergraduate Theses from JBPTPPOLBAN / 2021-02-16 11:10:35
Oleh : Devita Aulia Alwindini - 165264037 (devitaalwindini@gmail.com)
Dibuat : 2021-02-16, dengan 4 file
Keyword : social commerce application, eWOM engagement, Female Daily Network, TAM, ELM, social support theory
This study focuses on the effect of eWOM engagement on social commerce applications on purchase intention. This study aims to determine what factors make users more involved in eWOM communication that affects purchase intention. The object of this study uses the Female Daily social commerce application so that in practice this study can determine the effect of eWOM engagement on purchase intention on beauty products in the Female Daily social commerce application. To answer the research objectives, this study uses 10 hypotheses with variables such as perceived usefulness, perceived easiness, attitude toward eWOM, information quality, information credibility, innovativeness, and social support as variables that affect eWOM engagement. Meanwhile, attitude toward eWOM and eWOM engagement are variables that affect purchase intention. This study uses quantitative method with a questionnaire distributed online with the help of Google Form. The sample of this research is active user of the application Female Daily. 356 data is analyzed using statistical software. The software used in performing the analysis is Partial Least Square Structural Equation Modeling. And the Statistical Package for Social Science to determine analysis on demographics and descriptive analysis. In this study, attitude toward eWOM has the most significant effect on eWOM engagement and purchase intention. Meanwhile, information quality and information credibility were rejected. Based on data analysis, this study produces a marketing strategy that visualized into infographic to increase the intensity of eWOM communication which affect purchase intention. Like making new features that are easyness, inccredible reviews water mark, and campaigns. Keywords: social commerce application, eWOM engagement, Female Daily Network, TAM, ELM, social support theory.
Undergraduate Theses from JBPTPPOLBAN / 2021-02-16 11:10:35
Oleh : Devita Aulia Alwindini - 165264037 (devitaalwindini@gmail.com)
Dibuat : 2021-02-16, dengan 4 file
Keyword : social commerce application, eWOM engagement, Female Daily Network, TAM, ELM, social support theory
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Deskripsi Alternatif :This study focuses on the effect of eWOM engagement on social commerce applications on purchase intention. This study aims to determine what factors make users more involved in eWOM communication that affects purchase intention. The object of this study uses the Female Daily social commerce application so that in practice this study can determine the effect of eWOM engagement on purchase intention on beauty products in the Female Daily social commerce application. To answer the research objectives, this study uses 10 hypotheses with variables such as perceived usefulness, perceived easiness, attitude toward eWOM, information quality, information credibility, innovativeness, and social support as variables that affect eWOM engagement. Meanwhile, attitude toward eWOM and eWOM engagement are variables that affect purchase intention. This study uses quantitative method with a questionnaire distributed online with the help of Google Form. The sample of this research is active user of the application Female Daily. 356 data is analyzed using statistical software. The software used in performing the analysis is Partial Least Square Structural Equation Modeling. And the Statistical Package for Social Science to determine analysis on demographics and descriptive analysis. In this study, attitude toward eWOM has the most significant effect on eWOM engagement and purchase intention. Meanwhile, information quality and information credibility were rejected. Based on data analysis, this study produces a marketing strategy that visualized into infographic to increase the intensity of eWOM communication which affect purchase intention. Like making new features that are easyness, inccredible reviews water mark, and campaigns. Keywords: social commerce application, eWOM engagement, Female Daily Network, TAM, ELM, social support theory.
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| Properti | Nilai Properti |
|---|---|
| ID Publisher | JBPTPPOLBAN |
| Organisasi | |
| Nama Kontak | Erlin Arvelina |
| Alamat | Jl. Trsn. Gegerkalong Hilir Ds. Ciwaruga |
| Kota | Bandung |
| Daerah | Jawa Barat |
| Negara | Indonesia |
| Telepon | 022 201 3789 ext. 168, 169, 239 |
| Fax | 022 201 3889 |
| E-mail Administrator | erlin.arvelina@polban.ac.id |
| E-mail CKO | erlin.arvelina@polban.ac.id |
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Kontributor...
- Supervisor : Drs. Agustinus C. Februadi, M.Phil., Ph.D.
Co-Supervisor: Widi Senalasari, S.Ak., M.M., Editor: Erlin Arvelina
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File : DIRECTORY - 165264037.pdf
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File : CHAPTER 1 - 165264037.pdf
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File : CHAPTER 2 - 165264037.pdf
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File : CHAPTER 5 - 165264037.pdf
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