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.
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Abstract
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.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini memiliki tujuan untuk menelusuri pengaruh kualitas aplikasi dan electronic word of mouth terhadap keputusan pembelian dengan brand ambassador sebagai variabel moderasi pada mahasiswa dan mahasiswi Universitas Sultan Ageng Tirtayasa yang pernah menggunakan e-commerce Tokopedia untuk berbelanja. Pengambilan data pada penelitian ini menggunakan kuesioner dan studi kepustakaan. Populasi penelitian ini adalah pengguna e-commerce Tokopedia untuk mahasiswa dan mahasiswa Universitas Sultan Ageng Tirtayasa dengan minimal berumur 18 tahun dan sampel sebanyak 164 sampel dengan metode sampling menggunakan purposive sampling serta penarikan sampel accidental sampling dan snowballing sampling. Structural Equation Modeling (SEM) digunakan sebagai metode analisis pada penelitian ini dengan alat analisa Smartpls 4.1. Hasil dari penelitian ini yaitu kualitas aplikasi berpengaruh positif dan signifikan terhadap keputusan pembelian, electronic word of mouth berpengaruh positif dan signifikan terhadap keputusan pembelian, dan brand ambassador dapat memoderasi pengaruh kualitas aplikasi dan electronic word of mouth. Pada penelitian ini brand ambassador memiliki kemampuan untuk memperkuat pengaruh kualitas aplikasi terhadap keputusan pembelian dan memperkuat pengaruh electronic word of mouth terhadap keputusan pembelian. | |||||||||
| Uncontrolled Keywords: | aplication quality, electronic word of mouth, purchase desicion, brand ambassador, e-commerce kualitas aplikasi; electronic word of mouth; keputusan pembelian; brand ambassador; e-commerce | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen |
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| Depositing User: | Fadlan Fadlan Jasril | |||||||||
| Date Deposited: | 17 Feb 2025 02:35 | |||||||||
| Last Modified: | 17 Feb 2025 02:35 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/45567 |
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