Peran Perceived Electronic Word Of Mouth Terhadap Intensi Pembelian Online Yang Di Moderatori Kepribadian Ekstraversion

Pratama, Oky Putra (2017) Peran Perceived Electronic Word Of Mouth Terhadap Intensi Pembelian Online Yang Di Moderatori Kepribadian Ekstraversion. Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk mengetahui peran perceived electronic word of mouth terhadap intensi pembelian online yang di moderatori kepribadian ektraversion. Teknik pengambilan sampel menggunakan purposive sampling, Penelitian ini melibatkan 313 subjek berdasarkan kriteria-kriteria tertentu dengan usia 20 s.d 25 tahun dan pernah membaca review komentar atau ulasan mengenai produk atau jasa secara online baik yang berniat akan membeli atau calon membeli. Alat ukur yang digunakan dalam penelitian ini adalah skala perceived electronic word of mouth dengan dimensi dari Abdallah Q. Bataineh (2015), skala intensi milik Ajzen (2011) dan skala Big Five Inventory (BFI) yang diterjemahkan ke dalam Bahasa Indonesia oleh Ramdhani (2012). Analisis data menggunakan teknik simple moderation milik Hayes (2016). Berdasarkan hasil penelitian dapat disimpulkan bahwa peran perceived electronic word of mouth memiliki pengaruh yang signifikan terhadap intensi pembelian online dengan nilai signifikansi (p < 0,05). Pada interaksi antara peran perceived electronic word of mouth terhadap intensi pembelian yang di moderatori kepribadian ektraversion menunjukkan bahwa kepribadian ekstraversion dapat menjadi variabel moderator dengan nilai signifikansi (0,00 < 0,05).

English Abstract

This study aims at knowing the role of perceived electronic word of mouth towards purchase intention that is moderated by extraversion personality. The sampling technique was done by using purposive sampling. There were 313 subjects involved in this study based on certain criteria of people in the age of 20-25 that have read comments and reviews about products or services either they intended to buy it or only be the future buyers. The scales that used in this study were perceived electronic word of mouth scale with the dimension by Abdallah Q. Bataineh (2015), the intention scale by Ajzen (2011), and also Big Five Inventory (BFI) scale that is translated into Bahasa by Ramdhani (2012). The data were being analyzed by using Hayes (2016) simple moderation techniques. The results showed that the role of perceived electronic word of mouth is significantly influenced the purchase intention with significance value (p <0,05). On the interaction among the role of perceived electronic word of mouth towards the purchase intention that is moderated by extraversion personality, it is showed that the personality could be a moderator variable with the significance value of (0,00<0,05).

Item Type: Thesis (Sarjana)
Identification Number: SKR/FIS/2017/1139/051800557
Uncontrolled Keywords: Electronic Word of Mouth, Intensi Pembelian, Kepribadian Ekstraversion, Electronic Word of Mouth, Purchase Intention, Extraversion Personality
Subjects: 100 Philosophy, parapsychology and occultism, psychology > 150 Psychology
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Psikologi
Depositing User: Nur Cholis
Date Deposited: 05 Feb 2018 06:17
Last Modified: 02 Dec 2020 13:53
URI: http://repository.ub.ac.id/id/eprint/8722
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