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Pengaruh Normatif dan Informasi terhadap Niat eWOM dan eWOM pada Produk Merek Meccanism pada Online Marketplace Shopee

Resnacyntya, Nimas Ayudya (2019) Pengaruh Normatif dan Informasi terhadap Niat eWOM dan eWOM pada Produk Merek Meccanism pada Online Marketplace Shopee. Undergraduate thesis, STIE Perbanas Surabaya.

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Abstract

This study was conducted to assess the normative influence and informational Influence toward eWOM intention and eWOM on Meccanism Brand in Shopee marketplace. To achieve this 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 used in this study was purposive sampling on product buyer of Meccanism Brand in Shopee. The results of this research showed that informational and normative influence had a significant positive effect on eWOM intention and eWOM intention influenced significantly positive toward eWOM Meccanism Brand product in Shopee marketplace.

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: NIMAS AYUDYA RESNACYNTYA
Date Deposited: 04 Sep 2020 03:02
Last Modified: 04 Sep 2020 03:02
URI: http://eprints.perbanas.ac.id/id/eprint/6943

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