Damayanti, Niar and , Ihwan Susila, S.E., M.Si., Ph.D (2023) Analysis Of The Effect Of Convenience, Reviews And E-WOM In Tiktok Shops On Purchase Intention With Consumer Attitude As A Mediating Variable. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
The rise of online shopping at this time makes people's purchasing power high for online goods. as happened with e-commerce TikTok. The booming Tiktok shop feature cannot be separated from this influence. This is because the Tiktok shop offers various features that are liked by its users. This study aims to analyze the effect of convenience, discounts, reviews, and E-WOM in TikTok shops on purchase intentions with consumer attitudes as a mediating variable. This research is focused on Tiktok users, especially those who have shopped at the TikTok shop as a sample using a non-probability sampling technique with a purposive sampling technique. Respondents in this study were 180 respondents. The data analysis technique uses PLS-SEM with the help of SMARTPLS software. The results of the study show that convenience, discounts, reviews, consumer attitudes have an effect on purchase intention and E-WOM has no effect on purchase intention. Meanwhile, consumers attitude partially mediated variables on convenience, discounts, and E-WOM on purchase intention. it is shown that the consumer attitude variable is not supported to mediate the variable reviews on purchase intention.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Convenience, discounts, reviews, E-WOM, purchase intention, consumer attitude |
| Subjects: | H Social Sciences > HJ Public Finance |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | NIAR DAMAYANTI |
| Date Deposited: | 19 Aug 2023 05:48 |
| Last Modified: | 19 Aug 2023 05:48 |
| URI: | http://eprints.ums.ac.id/id/eprint/116295 |
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