Ertifanny, Intan Thaliati (2019) The Influence Of Electronic Word-Of-Mouth And Perceived Value On Purchase Intention In A Sharing Economy Business (A Study Of Airbnb, Inc. Consumers’ In Malang City). Sarjana thesis, Universitas Brawijaya.
Abstract
Dalam beberapa tahun terakhir orang Indonesia telah mulai menggunakan Internet untuk transaksi jual beli. Pesatnya perkembangan ekonomi digital berjalan seiring dengan meningkatnya ekonomi berbagi atau Sharing Economy. Salah satu perusahaan yang telah menjadi contoh utama pasar global yang berhasil menerapkan sistem, yaitu Airbnb telah ada sejak 2012 di Indonesia. Tetapi kesadaran masyarakat terhadap merek tersebut baru mulai tumbuh dalam beberapa tahun terakhir. Karena itu sangat penting untuk mengidentifikasi faktor-faktor pendorong yang menumbuhkan niat beli pada konsumen. Penelitian ini bertujuan untuk menguji pengaruh electonic word-ofmouth (e-WOM) dan nilai persepsi pada niat beli. Dalam penelitian ini, peneliti menggunakan sampel dari 180 orang yang telah memesan tempat sewa Airbnb melalui situs web. Data dikumpulkan diKota Malang dengan teknik purposive sampling dan kuesioner online berbasis survei. Data penelitian menggunakan uji validitas, reliabilitas, dan asumsi klasik. Analisis data dilakukan dengan menggunakan regresi linier berganda SPSS. Kesimpulannya, penelitian ini mengungkapkan bahwa kedua variabel, e-WOM dan nilai persepsi, memiliki pengaruh signifikan secara parsial dan juga secara simultan terhadap minat beli, walaupun persepsi nilai mempunyai pengaruh yang lebih dominan.
English Abstract
In the last few years, Indonesians have started to use the Internet for the act of selling and purchasing. The rapid development of the digital economy seems to go hand in hand with the rise of sharing economy. One of the companies that have become a prime example of a global market that successfully applies the system of sharing economy, namely Airbnb has existed since 2012 in Indonesia. Despite this, the people’s awareness for the brand has only started to grow in the past couple of years. Therefore it is crucial to identify driving forces stimulates purchase intention in consumers. This study aims to examine the influence of electronic word-of-mouth (e-WOM) and perceived value on purchase intention. In this research, the researcher uses a sample of 180 people who had booked Airbnb rental place through the website. The data was collected in Malang City by purposive sampling and a survey-based questionnaire. The research data use validity, reliability, and standard assumption tests. Data analysis was done using SPSS based multiple linear regression. In conclusion, this research reveals that e-WOM and perceived value have a significant influence partially and simultaneously on purchase intention, also that perceived value is more dominant variable in influencing purchase intention.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FEB/2019/308/051907893 |
| Uncontrolled Keywords: | e-WOM, Nilai Persepsi, Niat Beli, Sharing Economy, Airbnb, e-WOM, Perceived Value, Purchase Intention, Sharing Economy, Airbnb. |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 01 Nov 2019 02:02 |
| Last Modified: | 01 Nov 2019 02:02 |
| URI: | http://repository.ub.ac.id/id/eprint/174836 |
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