Fitriyasari, Anis (2020) Pengaruh Kualitas Layanan, Kepercayaan Pelanggan, Citra Merek Dan Electronic Word Of Mouth Terhadap Keputusan Pembelian Online Pada Pelanggan Shopee Di Surabaya. Masters thesis, Universitas Hayam Wuruk Perbanas Surabaya.
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Abstract
This study aims to examine the effect of service quality, customer trust, brand image and electronic word of mouth on online purchasing decisions for Shopee customers in Surabaya. The sample of this study consisted of 200 respondents from the Surabaya community, where respondents were selected by purposive sampling. The characteristics of the respondents are Shopee customers, living in Surabaya, the age of the respondents is 17-50 years. Analysis using Structural Equation Modeling on Partial Least Square (PLS). The results showed that Service Quality, Customer Trust, Brand Image and Electronic Word Of Mouth had a significant positive effect on Online Purchase Decisions for Shopee customers in Surabaya. Keywords: Service Quality, Customer Trust, Brand Image and Electronic Word Of Mouth Purchase Decision.
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Magister of Management |
| Depositing User: | Perpustakaan Universitas Hayam Wuruk Perbanas |
| Date Deposited: | 04 Feb 2021 07:35 |
| Last Modified: | 20 Feb 2023 03:44 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/6761 |
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