Nariswari, Talitha Paramesti and Raditha Dwi Vata Hapsari ,, SE., MM., Ph.D (2021) Pengaruh Kualitas Argumen Dan Isyarat Periferal Dalam Membangun Minat Beli Melalui Kredibilitas Ulasan: (Studi Pada Kanal Youtube Gadgetin). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini dilakukan untuk mengetahui pengaruh kualitas argumen dan isyarat periferal terhadap minat beli yang dimediasi oleh kredibilitas ulasan, baik pengaruh secara langsung ataupun tidak langsung. Jenis penelitian adalah penelitian eksplanatori yang menjelaskan hubungan kausal antar variabel penelitian melalui pengujian hipotesis. Teknik pengambilan sampel menggunakan non-probability sampling dan metode purposive sampling. Ukuran sampel yang digunakan adalah 164 responden dengan ketentuan pernah menonton video ulasan dari kanal youtube GagdetIn minimal dua kali dalam kurun waktu 30 hari terakhir dan berusia lebih atau sama dengan 17 tahun. Analisis data menggunakan Partial Least Square (PLS) dan dibantu oleh software SmartPLS 3.0. Berdasarkan dari hasil pengujian terhadap kelima hipotesis dapat disimpulkan bahwa (1) variabel kualitas argumen memiliki pengaruh yang positif dan signifikan terhadap variabel kredibilitas ulasan, (2) variabel isyarat periferal memiliki pengaruh yang positif dan signifikan terhadap variabel kredibilitas ulasan, (3) variabel kredibilitas ulasan memiliki pengaruh yang positif dan signifikan terhadap variabel minat beli, (4) variabel kualitas ulasan memiliki pengaruh yang positif dan signifikan terhadap variabel minat beli dimediasi oleh variabel kredibilitas ulasan, dan (5) variabel isyarat periferal memiliki pengaruh yang positif dan signifikan terhadap variabel minat beli dimediasi oleh variabel kredibilitas ulasan. Dalam penelitian ini juga dapat disimpulkan bahwa variabel kredibilitas ulasan sebagai variabel mediasi sebagian mampu membangun minat beli melalui video review dari channel youtube GadgetIn.
English Abstract
This research was conducted to determine the effect of argument quality and peripheral cues on purchase intention mediated by review credibility, either directly or indirectly. The research type is an explanatory research which explains the causal connection between research variables through hypothesis testing. The sampling technique used are non-probability sampling and purposive sampling method. The sample size used were 164 respondents who had watched video reviews from the GagdetIn’s youtube channel at least twice in the last 30 days and are over or equal to the age of 17 years old. The data were analyzed by using Partial Least Square (PLS) and SmartPLS 3.0 software. Based on the test results of the five hypotheses, it is concluded that (1) the argument quality variable has a positive and significant effect on the review credibility variable, (2) the peripheral cues variable has a positive and significant effect on the review credibility variable, (3) the review credibility variable has a positive and significant effect on the purchase intention variable, (4) the review quality variable has a positive and significant effect on the purchase intention variable mediated by the review credibility variable, and (5) the peripheral cues variable has a positive and significant effect on the purchase intention variable mediated by the review credibility variable. In this study, it can also be concluded that the review credibility variable as a partial mediation variable is able to build the purchase intention through the review videos from GadgetIn’s youtube channel.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0521020480 |
| Uncontrolled Keywords: | Isyarat Periferal, Kualitas Argumen, Kredibilitas Ulasan, Minat Beli, Argument Quality, Peripheral Cues, Purchase Intention, Review Credibility. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 26 Sep 2022 07:23 |
| Last Modified: | 26 Sep 2022 07:23 |
| URI: | http://repository.ub.ac.id/id/eprint/194866 |
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Text (DALAM MASA EMBARGO)
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