Analisis Pengaruh Penggunaan Sosial Media Dan E-Wom Terhadap Keputusan Pembelian Yang Dimediasi Kepercayaan (Studi Mahasiswa Generasi Z di Kartasura)

Firmansya, Abi and -, Drs. Wiyadi, M.M., Ph.D and , Muhammad Sholahuddin, S.E. M.Si. (2023) Analisis Pengaruh Penggunaan Sosial Media Dan E-Wom Terhadap Keputusan Pembelian Yang Dimediasi Kepercayaan (Studi Mahasiswa Generasi Z di Kartasura). Thesis thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the influence of the use of social media and EWOM on purchasing decisions with the presence of trust mediating factors. Respondents in this study are Generation Z social media users in Kartasura. with a total sample of 123 people. The data collection method uses a questionnaire measured by a Likert scale. Data analysis was carried out with the help of SmartPLS 20.00 software. The results of the study show: (1) Social media use variables do not significantly influence purchasing decision variables (2) E-WOM does not significantly influence purchasing decisions (3) Social media use does not affect trust. (4) E-WOM has an influence on Trust (5) Trust has a significant effect on purchasing decisions (6) Trust can mediate between the Use of Social Media on Purchase Decisions (7) Trust cannot mediate between E-WOM on Purchase Decisions. The new findings of this study contribute to an understanding of the influence of social media use and EWOM on purchasing decisions by mediating trust, Keywords: use of social media, E WOM, purchase decision, trust

Item Type:	Thesis (Thesis)
Uncontrolled Keywords:	use of social media, E WOM, purchase decision, trust
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management > HD283 Marketing Management
Divisions:	Fakultas Pasca Sarjana > Magister Manajemen
Depositing User:	ABI FIRMANSYA
Date Deposited:	25 Aug 2023 01:46
Last Modified:	25 Aug 2023 01:46
URI:	http://eprints.ums.ac.id/id/eprint/116973

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