Nugraha, Fais Adi (2019) Pengaruh Rasa Memiliki dan Kewajiban Moral Terhadap Niat eWOM, eWOM dan Penciptaan Nilai Bersama Produk Merek Meccanism Pada Marketplace Shopee. Undergraduate thesis, STIE Perbanas Surabaya.
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Abstract
The purpose of this research is to assess sense of belonging influence and moral obligation toward eWOM intention, eWOM, and value co creation toward Meccanism Brand product in Shopee marketplace. To achieve those purpose, the questionnaire was developed with item measurement, which seizes the construct of the variable. This study used 200 participants and questionnaire used in collecting the data. Sampling technique that used in this study was purposive sampling on product buyer of Meccanism Brand in Shopee. The results showed that sense of belonging and moral obligation had considerable positive effect on eWOM intention, eWOM intention affected notably positive toward eWOM, and eWOM had a constructive effect toward value co creation on Meccanism Brand product in Shopee marketplace.Keywords : Sense Of Belonging, Moral Obligation, eWOM Intention, eWOM And Value Co Creation
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | FAIS ADI NUGRAHA |
| Date Deposited: | 29 Nov 2019 02:43 |
| Last Modified: | 29 Nov 2019 02:43 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/5439 |
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