Please use this identifier to cite or link to this item: https://repositori.uma.ac.id/handle/123456789/25448
Full metadata record
DC FieldValueLanguage
dc.contributor.advisorDewi, Salamiah Sari-
dc.contributor.authorHendrayani, Elzha-
dc.date.accessioned2024-09-24T05:19:19Z-
dc.date.available2024-09-24T05:19:19Z-
dc.date.issued2024-09-
dc.identifier.urihttps://repositori.uma.ac.id/handle/123456789/25448-
dc.description59 Halamanen_US
dc.description.abstractPenelitian ini menggunakan dua variabel yaitu variabel electronic word of mouthsebagai variabel bebas dan variabel keputusan pembelian sebagai variabel terikat. Penelitian ini bertujuan untuk melihat pengaruh electronic word of mouth terhadapkeputusan pembelian pada mahasiswa pengguna aplikasi Shopee di fakultaspsikologi Universitas Medan Area. Total populasi pada penelitian ini yaitu 623orang dengan Teknik pengambilan sampel yaitu purposive sampling sehinggamenghasilkan jumlah sampel sebesar 95 orang responden. Metode pengumpulandata menggunakan skala electronic word of mouth dan skala keputusan pembeliandengan model likert. Hasil penelitian didapatkan melalui menggunakan uji regresi linier sederhana dengan nilai signifikansi yaitu 0,000 < 0,05 sehingga disimpulkanbahwa variabel electronic word of mouth berpengaruh terhadap keputusanpembelian dengan besar pengaruh 45,1% variabel electronic word of mouthterhadap keputusan pembelian. Semakin baik ulasan (ewom) yang ada mengenai produk maka semakin tinggi pula keputusan pembelian. This research used two variables: electronic word of mouth as the independent variable and purchase decisions as the dependent variable. The research aimed toexamine the effect of electronic word of mouth on purchase decisions amongstudents who used the Shopee app in the Faculty of Psychology at Universityof Medan Area. The total population in this study was 623 individuals, and thesampling technique used was purposive sampling, resulting in a sample size of 95respondents. The data collection method used the electronic word of mouth scaleand the purchase decision scale, following a Likert model. The results of theresearch were obtained using a simple linear regression test, with a significancevalue of 0.000 < 0.05. It was concluded that the electronic word of mouth variablehad an effect on purchase decisions, with a 45.1% contribution of the electronicword of mouth variable to purchase decisions. The better the reviews (eWOM) of the product, the higher the purchase decision.en_US
dc.language.isoiden_US
dc.publisherUniversitas Medan Areaen_US
dc.relation.ispartofseriesNPM;208600210-
dc.subjectelectronic word of mouthen_US
dc.subjectkeputusan pembelianen_US
dc.subjectshopeeen_US
dc.subjectpurchase decisionsen_US
dc.titlePengaruh Electronic Word of Mouth Terhadap Keputusan Pembelian Pengguna Shopee pada Mahasiswa Psikologi Universitas Medan Areaen_US
dc.title.alternativeThe Influence of Electronic Word of Mouth on Shopee Users' Purchasing Decisions on Psychology Students at Medan Area Universityen_US
dc.typeThesisen_US
Appears in Collections:SP - Psychology

Files in This Item:
File Description SizeFormat 
208600210 - Elzha Hendrayani Fulltext.pdfCover, Abstract, Chapter I, II, III, V, Bibliography1.56 MBAdobe PDFView/Open
208600210 - Elzha Hendrayani Chapter IV.pdf
  Restricted Access
Chapter IV414.71 kBAdobe PDFView/Open Request a copy


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.