Skripsi

PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE INTENTION PADA LAZADA (STUDI KASUS PADA MASYARAKAT KOTA PALEMBANG.

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Penilaian

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This study aims to analyze the Effect of Electonic Word of Mouth on Purchase Intention on Lazada. This research uses a quantitative approach with a data collection method through a questionnaire. The population in this study is people who have used the Lazada marketplace application in the city of Palembang. The sampling method uses purposive sampling with a total sample of 100 respondents. This research uses quantitative analysis techniques, simple linear regression analysis and coefficients of determination. The results showed that the Intensity, Valence of Opinion, and Content variables had a significant effect on the Purchase Intention variable with a coefficient of determination value obtained of 0.576 which means that 57.6% of the Purchase Intention variables on Lazada were influenced by the Variable Intensity, Valence of Opinion, and Content. The dominant variable in this study is the Content variable with a coefficient value of 0.757

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2207002611	T74777	T747772022	Central Library (Referens)	Available

Detail Information

Series Title

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Call Number

T747772022

Publisher

Indralaya : Prodi Manajemen, Fakultas Ekonomi Universitas Srwijaya., 2022

Collation

viii, 69 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

658.810 7

Content Type

Text

Media Type

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Carrier Type

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Edition

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Subject(s)

Prodi Manajemen, Manajemen Pemasaran

Specific Detail Info

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Statement of Responsibility

MURZ

Other version/related

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