GDL

The Effect Of Electronic Word-Of-Mouth on Purchase Intention (Study on Customers of the Dialogue Group Store at Shopee)

Skripsi, 030 / 2021 / BA
Undergraduate Theses from JBPTPPOLBAN / 2022-05-13 13:49:36
Oleh : Yuliani - 175254030 (yuliani.abs417@polban.ac.id)
Dibuat : 2022-05-13, dengan 4 file

Keyword : EWOM, minat beli, Toko Dialogue Group di Shopee
Subjek : EWOM, purchase intention, Dialogue Group Store on Shopee

Penggunaan internet mengubah pola komunikasi pelanggan dalam berbagi ulasan online. Hal ini didukung dengan popularitas platform marketplace Shopee yang termasuk salah satu marketplace dengan pengunjung tertinggi sebanyak 71,5 juta jiwa. Hal ini juga terjadi pada pelanggan dari produk ibu dan anak, sebanyak 66% pelanggan berbelanja produk secara online. Perusahaan yang menjual produk perlengkapan bayi secara online adalah Toko Dialogue Group di Shopee. Peneliti melakukan penelitian dengan metode deskriptif kuantitatif yang diujikan kepada 394 orang responden menggunakan aplikasi SPSS versi 22. Teknik sampling dengan cara probability sampling. Ditemukan bahwa EWOM terhadap minat beli memiliki korelasi yang normal. Nilai kontribusi pengaruh dari EWOM terhadap minat beli sebesar 20%, dan 80% lainnya dipengaruhi faktor lain. Kata Kunci: EWOM, minat beli, Toko Dialogue Group di Shopee.

Deskripsi Alternatif :

The use of the internet is changing customer communication patterns in sharing online reviews. This is supported by the popularity of the Shopee marketplace platform, which is one of the marketplaces with the highest visitors of 71.5 million people. This also happens to customers of mother and child products, as many as 66% of customers shop for products online. The company that sells baby products online is the Dialogue Group Shop at Shopee. Researchers conducted research using quantitative descriptive methods that were tested on 394 respondents using the SPSS version 22 application. The sampling technique was probability sampling. It was found that EWOM on purchase intention has a normal correlation. The contribution value of EWOM's influence on purchase intention is 20%, and another 80% is influenced by other factors. Keywords: EWOM, purchase intention, Dialogue Group Store on Shopee.

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