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Title: | Pengaruh Electronic Word Of Mouth Dan Brand Image Terhadap Purchase Intention Pada Marketplace Tokopedia (Studi Pada Mahasiswa Fakultas Sosial Sains Universitas Pembangunan Pancabudi Medan) |
Other Titles: | The Influence of Electronic Word of Mouth and Brand Image on Purchase Intention on the Tokopedia Marketplace (Study on Students of the Faculty of Social Science, Pancabudi Development University, Medan) |
Authors: | Salman, Fahd Abdillah |
metadata.dc.contributor.advisor: | Syahrial, Hery |
Keywords: | Electronic Word Of Mouth;Brand Image;Purchase Intention |
Issue Date: | 12-Sep-2023 |
Publisher: | Universitas Medan Area |
Series/Report no.: | NPM;198320306 |
Abstract: | Penelitian ini bertujuan untuk mengetahui apakah Electronic Word Of Mouth dan Brand Image mempunyai pengaruh positif signifikan terhadap Purchase Intention pada marketplace Tokopedia. Penelitian ini menggunakan pendekatan Kuantitatif. populasi dalam penelitian ini adalah seluruh mahasiswa/i Fakultas Sosial Sains Universitas Pembangunan Pancabudi Medan yang berjumlah 4315 mahasiswa.Teknik pengambilan sampel dalam penelitian ini dilakukan dengan cara menyebarkan kuesioner kepada 98 responden. Electronic word of mouth berpengaruh Positif Signifikan terhadap purchase intention pada marketplace Tokopedia. Brand Image berpengaruh Positif Signifikan terhadap Purchase Intention pada marketplace Tokopedia. Mengingat Tokopedia mungkin memenangkan persaingan dengan marketplace lainnya dikarenakan jawaban responden yang memberikan pernyataan bahwasannya tidak terusik dengan adanya komentar negatif ketika mengumpulkan niat dalam membeli, maka disarankan untuk mempertahankan kualitas yang dimiliki dengan cara melakukan inovasi–inovasi yang terus memberikan dorongan kepada konsumen agar terus bertahan pada Tokopedia dan selalu memilih Tokopedia daripada kompetitor lainnya, hal ini sudah menunjukkan bahwasannya Tokopedia telah memenangkan persaingan diantara banyaknya marketplace yang sudah ada. This research aims to find out whether Electronic Word of Mouth and Brand Image have a significant positive influence on Purchase Intention on the Tokopedia marketplace. This study uses a quantitative approach. The population in this study were all students of the Faculty of Social Sciences, Pancabudi Development University, Medan, totaling 4315 students. The sampling technique in this study was carried out by distributing questionnaires to 98 respondents. Electronic word of mouth has a significant positive effect on purchase intention on the Tokopedia marketplace. Brand Image has a significant positive effect on Purchase Intention on the Tokopedia marketplace. Considering that Tokopedia might win the competition with other marketplaces due to respondents' answers stating that they were not disturbed by negative comments when gathering their intention to buy, it is recommended to maintain the quality they have by making innovations that continue to encourage consumers to continue to survive. Tokopedia and always chooses Tokopedia over other competitors, this shows that Tokopedia has won the competition among the many existing marketplaces. |
Description: | 98 Halaman |
URI: | https://repositori.uma.ac.id/handle/123456789/21969 |
Appears in Collections: | SP - Management |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
198320306 - Fahd Abdillah Salman - Fulltext.pdf | Cover, Abstract, Chapter I, II, III, V, Bibliography | 1.77 MB | Adobe PDF | View/Open |
198320306 - Fahd Abdillah Salman - Chapter IV.pdf Restricted Access | Chapter IV | 737.14 kB | Adobe PDF | View/Open Request a copy |
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