Analisis Pengaruh Electronic Word of Mouth(E-WOM) Dan Rating Terhadap Keputusan Pembelian Online (Kasus Pada Mahasiswa Universitas Muhammadiyah Surakarta)

Ahmadi, Hasan and -, Kussudyarsana, S.E., M.S.i (2018) Analisis Pengaruh Electronic Word of Mouth(E-WOM) Dan Rating Terhadap Keputusan Pembelian Online (Kasus Pada Mahasiswa Universitas Muhammadiyah Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study analyzes the effect of EWOM and Rating on online purchasing decisions. The purpose of this study is to determine the effect of EWOM and Rating on online purchasing decisions. This research uses sample of university student of muhammadiyah surakarta as many as 100 respondents. The sample selection method using non probability sampling with purposive sampling and convenience techniques and the data used is primary data in the form of questionnaires. The analysis method used in this study is multiple linear regression analysis using several variables, EWOM, Rating and purchasing decisions. The results of this study showed that EWOM has a significant effect on purchasing decisions, Ratings significantly influence purchasing decisions.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Keywords: e-commerce, ewom, rating, purchase decision
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	HASAN AHMADI
Date Deposited:	01 Aug 2018 06:39
Last Modified:	01 Aug 2018 06:39
URI:	http://eprints.ums.ac.id/id/eprint/64067

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