ANALISIS PURCHASE INTENTION PADA E-COMMERCE (Studi Kasus pada Pengguna Sociolla di Kalangan Muda)
This research is a quantitative research that aims to prove whether electronic word of mouth and brand image affect purchase intention in Sociolla e-commerce. The population used in this study are consumers who have already shopped using Sociolla e-commerce. The number of samples taken by the resear...
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2021-02-04.
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| 245 | 0 | 0 | |a ANALISIS PURCHASE INTENTION PADA E-COMMERCE (Studi Kasus pada Pengguna Sociolla di Kalangan Muda) |
| 260 | |c 2021-02-04. | ||
| 500 | |a http://repository.upnvj.ac.id/9650/12/ABSTRAK.pdf | ||
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| 500 | |a http://repository.upnvj.ac.id/9650/11/ARTIKEL%20KI.pdf | ||
| 520 | |a This research is a quantitative research that aims to prove whether electronic word of mouth and brand image affect purchase intention in Sociolla e-commerce. The population used in this study are consumers who have already shopped using Sociolla e-commerce. The number of samples taken by the researcher was 58 respondents with non-probability sampling techniques and the method used was purposive sampling. Data collection is done by distributing questionnaires using google form. The data analysis technique used is descriptive and inferential analysis using the help of the Partial Least Square (PLS) tool, namely the Smart PLS 3.0 software. The results of this study indicate that (1) electronic word of mouth does not have a significant effect on purchase intention with a coefficient value of 0.222. (2) brand image has a significant effect on purchase intention with a coefficient value of 0.329. | ||
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| 690 | |a H Social Sciences (General) | ||
| 690 | |a HC Economic History and Conditions | ||
| 690 | |a HF Commerce | ||
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