Skripsi

PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PRODUK LIPSTIK WARDAH DI SHOPEE DENGAN BRAND TRUST SEBAGAI VARIABEL MEDIASI

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Penilaian

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This study will examine the effect of electronic word of mouth on purchasing decisions with brand trust as a mediating variable, the object of this research is consumers of Wardah lipstick products who make purchases through the Shopee shopping application platform. The method used in this research is non probability sampling with purposive sampling technique which will then be processed through SmartPLS 3.0 software. Researchers used a questionnaire as a data collection tool by distributing it to 250 respondents who were Wardah lipstick consumers and domiciled in Palembang city. This study resulted in an R-Square value for purchasing decisions of 0.969 and an R-Square brand trust of 0.914. This study found that electronic word of mouth has a positive and significant effect on purchasing decisions for Wardah lipstick consumers with a coefficient of 0.626 or 62.6%, electronic word of mouth has a positive and significant effect on brand trust for Wardah consumers with a coefficient of 0.579 or 57.9%, brand trust has a positive and significant effect on Wardah consumer purchasing decisions with a coefficient of 0.561 or 56.1%, and brand trust mediates the effect of electronic word of mouth on purchasing decisions for Wardah lipstick consumers at Shopee with a coefficient of 0.909 or 90.9%. So it can be concluded that the direct effect of E-WOM on purchasing decisions is smaller than the value of the indirect effect of E-WOM on purchasing decisions through brand trust. Keywords: Electronic Word Of Mouth, Brand Trust, Purchase Decision, Wardah, Shopee

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2507000637	T165856	T1658562024	Central Library (Reference)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T1658562024

Publisher

Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial Dan Ilmu Politik., 2024

Collation

x, 123 hlm.; ilus.; tab.; 29 cm.

Language

Indonesia

ISBN/ISSN

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Classification

519.207

Content Type

Text

Media Type

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Carrier Type

-

Edition

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Subject(s)

Probabilitas--Pembelian Produk Lipstik Wardah

Specific Detail Info

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Statement of Responsibility

MI

Other version/related

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