Suganda, Andree Salim (1252139) (2016) Pengaruh Perceived eWOM pada Minat Beli Konsumen di Akun Instagram @Wuffels_kennel. Undergraduate thesis, Universitas Kristen Maranatha .
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Abstract
Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh perceived eWOM yang meliputi kredibilitas, kualitas, dan kuantitas eWOM terhadap minat beli baik secara parsial maupun simultan. Data penelitian berupa data primer yang dilakukan dengan cara penyebaran kuesioner kepada followers di akun instagram @Wuffels_kennel. Sampel penelitian yang diperoleh dengan teknik sampling purposif adalah sebanyak 100 responden. Data penelitian dianalisis menggunakan teknik analisis regresi berganda dengan bantuan program SPSS. Hasil uji secara parsial menunjukkan bahwa kredibilitas eWOM berpengaruh terhadap minat beli, kualitas eWOM berpengaruh terhadap minat beli, sedangkan kuantitas eWOM tidak berpengaruh terhadap minat beli. Secara simultan, perceived eWOM yang meliputi kredibilitas, kualitas, dan kuantitas eWOM berpengaruh signifikan terhadap minat beli konsumen di akun instagram @Wuffels_kennel.
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | perceived eWOM, minat beli. |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Faculty of Economics > 52 Management Department |
| Depositing User: | Perpustakaan Maranatha |
| Date Deposited: | 25 Aug 2016 02:36 |
| Last Modified: | 25 Aug 2016 02:36 |
| URI: | http://repository.maranatha.edu/id/eprint/20868 |
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