Image of Pengaruh Social Media Marketing Dan Electronic Wordof Mouth(E-Wom) Terhadap Keputusan Pembelian Di E-Commerce Shopee (Studi Pada Mahasiswa Universitas Riau Pengguna E-Commerce Shopee)
Penanda Bagikan

CD Skripsi

Pengaruh Social Media Marketing Dan Electronic Wordof Mouth(E-Wom) Terhadap Keputusan Pembelian Di E-Commerce Shopee (Studi Pada Mahasiswa Universitas Riau Pengguna E-Commerce Shopee)

This research aims to find out whether social media marketing influences purchase decisions, to find out whether electronic word of mouth (E- WOM) influences purchase decisions and to find out whether social media marketing and electronic word of mouth (E-WOM) influence decisions. purchase. The research method used is a quantitative research method that uses secondary and primary data. Primary data was obtained from respondents who were collected through a questionnaire with 20 statements. For the sample in this study, there were 100 Riau University student respondents from a population of 29,993 Riau University students. The measurement scale uses a Likert scale. Data analysis used includes validity test, reliability test, multicollinearity test, heteroscedasticity test, normality test, simple linear regression test, multiple linear regression test, t test, f test, and coefficient of determination test. The data analysis technique in this research uses SPSS. The results of this research show
(1) there is a positive influence of social media marketing on purchase decisions on Shopee e-commerce among Riau University students, (2) there is a positive and influence of electronic word of mouth (E-WOM) on purchase decisions on Shopee e-commerce among Riau University students, (3) there is a positive and influence of social media marketing and electronic word of mouth (E-WOM) on purchase decisions on Shopee e-commerce among Riau University students.


Keywords: social media marketing; electronic word of mouth (E-WOM); and purchase decisions

Ketersediaan
#
Perpustakaan Universitas Riau 2001112860
2001112860
Tersedia
Informasi Detail
Judul Seri
-
No. Panggil
2001112860
Penerbit
Pekanbaru : Universitas Riau FISIPOL Administrasi Bisnis.,
Deskripsi Fisik
-
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
2001112860
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
Ilmu Administrasi Bisnis
Info Detail Spesifik
-
Pernyataan Tanggungjawab
Versi lain/terkait

Tidak tersedia versi lain

Lampiran Berkas
Komentar
Anda harus masuk sebelum memberikan komentar