Arista, Arfiana Wahyu (2017) Peran Perceived Electronic Word Of Mouth (Ewom) Terhadap Intensi Pembelian Online Yang Di Moderatori Kepribadian Openness. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui peran perceived electronic word of mouth (EWOM) terhadap intensi pembelian online secara langsung, serta kemampuan trail openness sebagai variabel moderator. Penelitian ini adalah penelitian kuantitatif dengan teknik pengambilan sampel menggunakan purposive sampling. Partisipan dart' penelitian ini merupakan 313 subjek yang pemah membaca EWOM, yaitu baik ulasan atau testimoni online di situs belanja online atau di media social lainnya. Mat ukur yang digunakan adalah skala perceived EWOM Mari Bataineh (2015), skala intensi dari Kautonen, dkk. (2013) berdasarkan teori Ajzen (2011), dan skala Big Five Inventory yang telah diterjemahkan oleh Ramdhani (2012) untuk trait openness. Analisis data menggunakan teknik simple moderation. Hasil penelitian menunjukkan bahwa perceived EWOM memiliki peran yang signifikan terhadap intensi pernbelian online. Nilai signifikansi (p < 0.05) pada interaksi antara perceived EWOM, trait openness, dan intensi pembelian online menunjukkan bahwa trait openness mampu menjadi variabel moderator
English Abstract
This study aims to determine the role of perceived electronic word of mouth (EWOM) on the online purchase intention directly, as well as the ability of trait openness as moderator variable. This research is quantitative research with sampling technique using purposive sampling. Participants in this study were 313 subjects who had read EWOM, that is review or comment on online shopping platform or in another social media. This measuring instrument used is the perceived EWOM scale from Bataineh (2015), online purchase intention scale from Kautonen, et al. (2013) based on Ajzen’s theory (2011), and the Big Five Inventory scale translated into Indonesian by Ramdhani (2012) for trait openness. Data analysis using simpe moderation technique. The results show that perceived EWOM has a significant role to the online purchase intention. The significance value (p <0.05) in the interaction of perceived EWOM, trait openness, and online purchase intention suggests that trait openness can be a moderator variable.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIS/2017/1183/051801382 |
| Uncontrolled Keywords: | Perceived EWOU, Trait Openness,.Intensi Pembelian Online |
| Subjects: | 100 Philosophy, parapsychology and occultism, psychology > 153 Conscious mental processes and intelligence > 153.7 Perceptual processes |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Psikologi |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 07 Feb 2018 06:12 |
| Last Modified: | 03 Dec 2020 11:54 |
| URI: | http://repository.ub.ac.id/id/eprint/8776 |
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