Pengaruh E-Wom, Kemudahan Penggunaan, Dan Celebrity Endorsement Terhadap Niat Beli Pada Shopee

Ariska Widatama, Ryan and , Prof. Dr. Wahyuddin, M.S. (2021) Pengaruh E-Wom, Kemudahan Penggunaan, Dan Celebrity Endorsement Terhadap Niat Beli Pada Shopee. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of E-WOM, ease of use, and celebrity support on online purchase intentions at shopee. This type of research is a quantitative study, with a student population of the University of Muhammadiyah Surakarta. The sampling technique used non-probability sampling, with a total sample of 100 respondents. The data collection technique uses a questionnaire which is distributed via whatsapp online. the results of data processing using the SPSS version 25 application obtained that the E-wom variable had a significant positive effect on purchase intention at shopee, the ease of use variable had a significant positive effect on purchase intention at shopee. The celebrity endorsement variable has a significant positive effect on purchase intention at shopee. Simultaneously the three independent variables affect the dependent variable.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	E-wom, Ease of Use, Celebrity Endorsement and Purchase Intention
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	RYAN ARISKA WIDATAMA
Date Deposited:	18 Nov 2021 06:29
Last Modified:	18 Nov 2021 06:29
URI:	http://eprints.ums.ac.id/id/eprint/95934

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