AJI BIMA SASENA, SETYA (2024) PENGARUH PEMASARAN VIRAL DAN ULASAN PELANGGAN ONLINE TERHADAP KEPUTUSAN PEMBELIAN DENGAN KEPERCAYAAN KONSUMEN SEBAGAI MEDIASI (Studi Pada E-Commerce Lazada). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The purpose of this study is to assess the impact of viral marketing and online customer reviews on purchasing decisions, as well as to examine the potential influence of consumer trust on the relationship between viral marketing and online customer reviews in the Lazada marketplace. This research uses a causality design with quantitative methodology as its research design. Data collection was based on desk research and questionnaires. The population in this study were all individuals who used the Lazada marketplace between January 2023 and June 2024. The sample in this study amounted to 120 respondents with the withdrawal using purposive sampling technique. The data analysis method in this study is descriptive statistical analysis and structural equation modeling (SEM) analysis with the SmartPLS 4.0 Professional analysis tool. The results of this study indicate that: (1) Viral Marketing has a positive and significant effect on Purchasing Decisions. (2) Online Customer Reviews have a positive and significant effect on Purchasing Decisions. (3) Viral Marketing has a positive and significant effect on Consumer Trust. (4) Online Customer Reviews have a positive and significant effect on Consumer Trust. (5) Consumer Trust has a positive and significant effect on Purchasing Decisions. (6) Consumer Trust is able to mediate the relationship between Viral Marketing and Purchasing Decisions. And (7) Consumer Trust is able to mediate the relationship between Online Customer Reviews and Purchasing Decisions.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Tujuan dari penelitian ini adalah untuk menilai dampak pemasaran viral dan ulasan pelanggan online terhadap keputusan pembelian, serta untuk menguji potensi pengaruh kepercayaan konsumen terhadap hubungan antara pemasaran viral dan ulasan pelanggan online di pasar Lazada. Penelitian ini menggunakan desain kausalitas dengan metodologi kuantitatif sebagai desain penelitiannya. Pengumpulan data berdasarkan penelitian pustaka dan kuisioner. Populasi dalam penelitian ini adalah semua individu yang menggunakan pasar Lazada antara Januari 2023 sampai Juni 2024. Sampel pada penelitian ini berjumlah 120 responden dengan penarikan menggunakan teknik purposive sampling. Metode analisis data pada penelitian ini adalah analisis statistik deskriptif dan analisis structural equation modelling (SEM) dengan alat analisis SmartPLS 4.0 Professional. Hasil penelitian ini menunjukkan bahwa: (1) Pemasaran Viral berpengaruh positif dan signifikan terhadap Keputusan Pembelian. (2) Ulasan Pelanggan Online berpengaruh positif dan signifikan terhadap Keputusan Pembelian. (3) Pemasaran Viral berpengaruh positif dan signifikan terhadap Kepercayaan Konsumen. (4) Ulasan Pelanggan Online berpengaruh positif dan signifikan terhadap Kepercayaan Konsumen. (5) Kepercayaan Konsumen berpengaruh positif dan signifikan terhadap Keputusan Pembelian. (6) Kepercayaan Konsumen mampu memediasi hubungan Pemasaran Viral terhadap Keputusan Pembelian. Dan (7) Kepercayaan Konsumen mampu memediasi hubungan Ulasan Pelanggan Online terhadap Keputusan Pembelian. | |||||||||
| Uncontrolled Keywords: | Viral Marketing, Online Customer Reviews, Consumer Trust, Purchase Decision Pemasaran Viral, Ulasan Pelanggan Online, Kepercayaan Konsumen, Keputusan Pembelian | |||||||||
| Subjects: | H Social Sciences > HC Economic History and Conditions H Social Sciences > HF Commerce H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5601 Accounting H Social Sciences > HF Commerce > HF5601 Accounting |
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| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen |
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| Depositing User: | Setya Aji Bima Sasena Sasena | |||||||||
| Date Deposited: | 06 Sep 2024 14:49 | |||||||||
| Last Modified: | 06 Sep 2024 14:49 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/41763 |
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