Skripsi

PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE INTENTION PADA JASA GOJEK (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Universitas Sriwijaya Kampus Palembang)

---

Penilaian

---

This research aims to analyze the influence of electronic word of mouth on purchase intention. Primary data were collected by using questionnaire distributed to a large number of 140 targeted respondents with non-probabiliy sampling technique and purposive sampling method, those of whom were bachelor’s degree students of Faculty of Economics, Universitas Sriwijaya Palembang campus. Multiform analytics tests used in this research were F test, T test, and multiple linear regression. The results of T test showed that the dimensions of electronic word of mouth are simultaneously influential on purchase intention. The results of T test also showed that extraversion/positive self-enhancement (X2) and venting negative feelings (X3) are partially influential on purchase intention while concern for others (X1) is insignificant. The results of multiple linear regression showed that extraversion/positive self-enhancement (X2) is the dominant dimension both on first and second model with a significant value of 0,002 in the first model and 0,000 in the second model and also with a beta value of 0,350 in the first model and 0,417 in the second model.

---

Availability

Inventory Code	Barcode	Call Number	Location	Status
2007000416	T32495	T324952020	Central Library (REFERENCES)	Available but not for loan - Not for Loan

Detail Information

Series Title

-

Call Number

T324952020

Publisher

Inderalaya : Prodi Manajemen, Fakultas Ekonomi Universitas Sriwijaya., 2020

Collation

xix, 88 hlm.; tab.; 29 cm.

Language

Indonesia

ISBN/ISSN

-

Classification

658.830 7

Content Type

Text

Media Type

-

Carrier Type

-

Edition

-

Subject(s)

Analisis pemasaran
Ekonomi Manajemen.

Specific Detail Info

-

Statement of Responsibility

MI

Other version/related

File Attachment

Comments

---

You must be logged in to post a comment