Pengaruh Electronic Word Of Mouth Terhadap Purchase Intention Pada Tokopedia

Andita Nuramini Ginoga, Marheni Eka Saputri

Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh electronic word of mouth terhadap purchase intention di Tokopedia. Jenis penelitian ini adalah kuantitatif dan menggunakan metode analisis deskriptif. Teknik analisis data yang digunakan adalah analisis regresi linear sederhana. Berdasarkan hasil penelitian dapat disimpulkan bahwa tanggapan responden terhadap variabel electronic word of mouth termasuk dalam kategori baik dan variabel purchase intention termasuk dalam kategori baik. Kesimpulan penelitian ini adalah electronic word of mouth berpengaruh terhadap purchase intention di Tokopedia dengan persentase sebesar 40.7%, dan sisanya sebesar 59,3% diperngaruhi oleh variabel lain yang tidak diteliti dalam penelitian ini. Hasil tersebut dapat diartikan dengan semakin baik electronic word of mouth yang dimiliki Tokopedia maka akan semakin baik juga purchase intention konsumen di Tokopedia. Kata Kunci: Electronic Word Of Mouth, marketing and Purchase intention ABSTRACT Electronic keywords against purchase intentions in Tokopedia. This type of research is quantitative and uses descriptive analysis methods. The data analysis technique used is a simple linear regression analysis. Based on the results of the study, it can be concluded that respondents' responses to electronic variables by word of mouth are included in the good category and the purchase intention variable is included in the good category. The conclusion of this study is the electronic word of mouth against purchase intention at Tokopedia with a percentage of 40.7%, and the remaining 59.3% is influenced by other variables not supported in this study. These results can be interpreted as the better the electronic word from the available Tokopedia, the better the purchase intention of consumers in Tokopedia. Keywords: Electronic Word Of Mouth, marketing and Purchase intention

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