Analisis Pengaruh Electronic Word Of Mouth Kepercayaan Dan Persepsi Kemudahan Penggunaan Terhadap Keputusan Pembelian pada Aplikasi Belanja Shopee Di Kota Surakarta

Putri, Mayangsari Herlika and , Prof. Dr. H.M. Wahyuddin, M.S. (2021) Analisis Pengaruh Electronic Word Of Mouth Kepercayaan Dan Persepsi Kemudahan Penggunaan Terhadap Keputusan Pembelian pada Aplikasi Belanja Shopee Di Kota Surakarta. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The purpose of this study was to determine the effect of e-WOM, trust and perceived ease of use on purchasing decisions. The development of an internet-based trading system or e-commerce has changed consumer behavior patterns from conventional shopping to digital and online shopping. The sample in this study were 100 respondents using the Shopee application. The analysis uses multiple regression analysis. The results of this study indicate that the e-WOM variable has a significant positive effect on purchasing decisions, the trust variable has a significant positive effect on purchasing decisions, the perceived ease of use variable has a significant positive effect on purchasing decisions.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	e-WOM, Trust, Perceived Ease of Use and Purchase Decisions
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	MAYANGSARI HERLIKA PUTRI
Date Deposited:	11 Apr 2021 12:47
Last Modified:	11 Apr 2021 12:47
URI:	http://eprints.ums.ac.id/id/eprint/90498

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