Ramandha Putri, Suci (2024) PENGARUH E-SERVICE QUALITY DAN ONLINE CUSTOMER REVIEW TERHADAP PURCHASE DECISION DENGAN BRAND IMAGE SEBAGAI VARIABLE INTERVENING (Studi pada pengguna Sociolla di Kota Tangerang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to test, analyze and prove how does E-Service Quality and Online Customer Review Influences Purchase Decisions with Brand image as an Intervening Variable. The research method used quantitative with descriptive approach. This study collected data based on questionnaire and literature studies. The population in this study were resident of Tangerang City aged 18-25> years and a sample of 108 respondents with Convenience Sampling. The data analysis method used is Structural Equation Modeling (SEM) with SmartPLS 4 analysis tool. The result of this study Show that: (1) E-Service Quality Has no significant effect on Purchase Decision. (2) Online Customer Review Has positive and significant effect on Purchase Decision. (3) E-Service Quality Has positive and significant effect on Brand Image. (4) Online Customer Review Has positive and significant effect on Brand Image. (5) Brand image Has positive and significant effect on Purchase Decision. (6) Brand Image is able to mediate the influence E-Service Quality on Purchase Decision. (7) Brand Image is able to mediate the influence Online Customer Review on Purchase Decision.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk menguji, menganalisis serta membuktikan bagaimana pengaruh E-Service Quality dan Online Customer Review terhadap Purchase Decision dengan Brand Image sebagai Variabel Intervening. Metode penelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif. Penelitian ini melakukan pengumpulan data berdasarkan Kuesioner dan Studi kepustakaan. Populasi dalam penelitian ini adalah warga Kota Tangerang yang berusia 18-25> tahun dan sampel sebanya 108 responden dengan penarikan Convenience sampling. Metode analisis data digunakan adalah Structural Equation Modelling (SEM) dengan analisis SmartPLS 4. Hasil penelitian ini menunjukkan bahwa: (1) E-Service Quality tidak berpengaruh signifikan terhadap Purchase Decision. (2) Online Customer Review berpengaruh positif signifikan terhadap Purchase Decision. (3) E-Service Quality berpengaruh positif dan signifikan terhadap Brand Image. (4) Online Customer Review berpengaruh positif dan signifikan terhadap Brand Image. (5) Brand image berpengaruh positif dan signifikan terhadap Purchase Decision. (6) Brand Image mampu memediasi pengaruh E-Service Quality terhadap Purchase Decision. (7) Brand Image mampu memediasi pengaruh Online Customer Review terhadap Purchase Decision. | |||||||||
| Uncontrolled Keywords: | E-Service Quality, Online Customer Review, Brand Image, Purchase Decision. | |||||||||
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory |
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| Divisions: | 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen 05-Fakultas Ekonomi dan Bisnis |
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| Depositing User: | Suci Ramandha Putri | |||||||||
| Date Deposited: | 05 Jul 2024 16:02 | |||||||||
| Last Modified: | 12 Jul 2024 11:23 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/37687 |
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