Amalia Wulandari, Sofia and Dimas Hendrawan, SE., MM (2023) Pengaruh E-Wom, Citra Merek, Dan Live Streaming Shopping Terhadap Keputusan Pembelian Produk “Somethinc” Pada Aplikasi Shopee (Studi Pada Mahasiswa Kota Semarang, Jawa Tengah). Sarjana thesis, Universitas Brawijaya.
Abstract
Perubahan teknologi yang semakin maju mempengaruhi perubahan gaya hidup masyarakat di Indonesia untuk melakukan transaksi secara online melalui e-commerce dalam melakukan kegiatan belanja. Fenomena berkembangnya bisnis khususnya di bidang kecantikan terus mengalami pertumbuhan pangsa pasar. Perusahaan dituntut harus memahami apa yang dibutuhkan dan diinginkan oleh konsumen, sehingga konsumen akan memutuskan untuk melakukan pembelian produk. Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh E-WOM, citra merek, dan live streaming shopping terhadap keputusan pembelian produk Somethinc pada aplikasi Shopee sebanyak 150 responden. Metode yang digunakan adalah nonprobability sampling dengan teknik purposive sampling. Metode analisis data yang digunakan adalah analisis regresi linier berganda menggunakan program SPSS ver. 27 for windows. Hasil analisis menunjukkan bahwa E-WOM dan live streaming shopping memiliki pengaruh yang tidak signifikan terhadap keputusan pembelian. Sedangkan, citra merek memiliki pengaruh yang signifikan terhadap keputusan pembelian.
English Abstract
Technological advancement has changed the lifestyle of Indonesians; one of which is their shopping behavior as they are more engaged in online transactions via e-commerce. Meanwhile, business is flourishing, and beauty industry is growing its market share. Therefore, companies are required to understand more about what consumers really want in order to make them decide to purchase a product. The objective of this research is to identify the effects of e-WOM, brand image, and live streaming shopping on people’s decision to purchase the products of Somethinc via Shopee. Using nonprobability method and purposive technique, 150 people were selected as the sample. The data analysis was performed using multiple linear regression in SPSS version 27 for Windows. The results suggest that e-WOM and live streaming shopping have no significant impact on the purchase decision and that brand image significantly affects the said decision.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 052302 |
| Uncontrolled Keywords: | Electronic Word of Mouth (E-WOM), citra merek, live streaming shopping, keputusan pembelian, Electronic Word-of-Mouth (e-WOM), brand image, live streaming shopping, purchase decision |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Annisti Nurul F |
| Date Deposited: | 06 Feb 2024 07:50 |
| Last Modified: | 06 Feb 2024 07:50 |
| URI: | http://repository.ub.ac.id/id/eprint/215756 |
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