Pengaruh Pengalaman Belanja Online, Word of Mouth (WOM) dan Citra Merek dengan Mediasi Kepercayaan Website terhadap Keputusan Pembelian pada Layanan Belanja Online Shopee dan Bukalapak di Gresik

Mahardini, Meilinda Dentatama (2019) Pengaruh Pengalaman Belanja Online, Word of Mouth (WOM) dan Citra Merek dengan Mediasi Kepercayaan Website terhadap Keputusan Pembelian pada Layanan Belanja Online Shopee dan Bukalapak di Gresik. Undergraduate thesis, STIE Perbanas Surabaya.

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Abstract

The more sophisticated internet technology advances in the community, the more marketplace there is today. To win the competition and build sustainable competitiveness, it is necessary to hold the key factor of Purchase decisions. The purpose of this study is to investigate the Online Shopping Experience, Word of Mouth and Brand Image on Purchasing Decisions through Web Trustworthiness (case study on Shopee and Bukalapak online shopping in Gresik). The data were taken from 104 respondents with the provision of 30 respondents for small samples to test their validity and reliability using the IBM SPSS Statistics 24 program. While 74 respondents for large samples using the Partial Least Square Structural Equation Modeling (PLS-SEM) program used WarPLS 6.0. The results of this analysis test show that, for Shopee Online Shopping Experience and Brand Image have no significant effect on Website Trust, Word of Mouth has significant effect on Website Trust, for Bukalapak Online Shopping Experience has significant effect on Web Trustworthiness, Word of Mouth and Brand Image have no significant effect. significant impact on Web Trustworthiness Keyword : Online Shopping Experience; Word of Mouth; Brand Image; Web Trustworthiness;Purchase Decision

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: MEILINDA DENTATAMA MAHARDINI
Date Deposited: 13 Mar 2020 02:45
Last Modified: 13 Mar 2020 02:45
URI: http://eprints.perbanas.ac.id/id/eprint/6427

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