Sita, Ken Ratri Semara (2018) Pengaruh Online consumer review Terhadap Minat Pembelian Pada Website Bukalapak.com di Indonesia - Studi Eksplanatif Pada Penggunaan Aplikasi dan Website Bukalapak dengan Pendekatan Elaboration Likelihood Model. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh online consumer review terhadap minat pembelian pada website Bukalapak dengan menggunakan teori Elaboration Likelihood Model pada rute sentral maupun rute periferal. Online consumer review dijelaskan melalui dua dimensi atau variabel, yakni kualitas review dan kuantitas review. Metode penelitian yang digunakan adalah kuantitatif eksplanatif (analisis regresi linier berganda dan analisis statistik deskriptif). Populasi responden adalah para pengguna website Bukalapak, pernah melihat kolom review di website Bukalapak dan mengetahui ragam fashion. Selanjutnya dipilih sampel sebanyak 100 orang menggunakan simple random sampling. Data dikumpulkan menggunakan kuesioner secara online (google form). Hasil penelitian menunjukkan bahwa secara bersama-sama online consumer review (kualitas review dan kuantitas review) berpengaruh terhadap minat pembelian konsumen. Variabel yang paling dominan berpengaruh terhadap minat pembelian ialah kualitas review.
English Abstract
This study aims to analyze the influence of online consumer review on buying interest on Bukalapak website by using Elaboration Likelihood Model theory on central route and peripheral route. Online consumer review is explained through two dimensions or variables, namely quality review and quantity review. The research method that used is quantitative explanative (multiple linear regression analysis and descriptive statistical analysis). The population of respondents is the users of Bukalapak website, have seen the review column on Bukalapak website and know the variety of fashion. Then, 100 samples were selected using simple random sampling. Data were collected using an online questionnaire (google form). The results showed that concurrently consumer review (quality review and quantity review) affects the interest of consumer purchases. The most dominant variable affecting the interest of purchase is the quality of review.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIS/2018/244/051803864 |
| Subjects: | 300 Social sciences > 302 Social interaction > 302.2 Communication |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 21 May 2018 06:18 |
| Last Modified: | 21 Oct 2021 03:14 |
| URI: | http://repository.ub.ac.id/id/eprint/10751 |
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