relation: https://eprints.untirta.ac.id/45567/
title: PENGARUH KUALITAS APLIKASI DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN DENGAN BRAND AMBASSADOR SEBAGAI VARIABEL MODERATING
creator: Fadlan, Fadlan
subject: HB Economic Theory
description: This study aims to explore the effect of application quality and electronic word of mouth on purchasing decisions with brand ambassadors as moderating variables in students and female students of Sultan Ageng Tirtayasa University who have used Tokopedia e-commerce for shopping. Data collection in this study used questionnaires and literature studies. The population of this study were Tokopedia e-commerce users for students and students of Sultan Ageng Tirtayasa University with a minimum age of 18 years and a sample of 164 samples with a sampling method using purposive sampling and accidental sampling and snowballing sampling. Structural Equation Modeling (SEM) was used as an analysis method in this study with the Smartpls 4.1 analyzer. The results of this study are that application quality has a positive and significant effect on purchasing decisions, electronic word of mouth has a positive and significant effect on purchasing decisions, and brand ambassadors can moderate the effect of application quality and electronic word of mouth. In this study, brand ambassadors have the ability to strengthen the influence of application quality on purchasing decisions and strengthen the influence of electronic word of mouth on purchasing decisions.
date: 2024
type: Thesis
type: NonPeerReviewed
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language: id
identifier: https://eprints.untirta.ac.id/45567/1/Fadlan_5551200080_fulltext.pdf
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language: en
identifier: https://eprints.untirta.ac.id/45567/3/Fadlan_5551200080_01.pdf
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identifier: https://eprints.untirta.ac.id/45567/4/Fadlan_5551200080_02.pdf
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identifier: https://eprints.untirta.ac.id/45567/5/Fadlan_5551200080_03.pdf
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identifier: https://eprints.untirta.ac.id/45567/6/Fadlan_5551200080_04.pdf
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identifier: https://eprints.untirta.ac.id/45567/7/Fadlan_5551200080_05.pdf
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identifier: https://eprints.untirta.ac.id/45567/8/Fadlan_5551200080_Reff.pdf
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language: en
identifier: https://eprints.untirta.ac.id/45567/9/Fadlan_5551200080_Lamp.pdf
identifier:   Fadlan, Fadlan  (2024) PENGARUH KUALITAS APLIKASI DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN DENGAN BRAND AMBASSADOR SEBAGAI VARIABEL MODERATING.  S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.