Pengaruh Electronic Word Of Mouth (E-WOM) Dan Flash Sale Terhadap Keputusan Pembelian Mahasiswa Fakultas Ekonomi Universitas Abdurachman Saleh Situbondo pada Marketplace Shopee dengan Kepercayaan sebagai Variabel Intervening

Holidah, Syarifatul and Wiryaningtyas, Dwi Perwita and Praja, Yudha (2023) Pengaruh Electronic Word Of Mouth (E-WOM) Dan Flash Sale Terhadap Keputusan Pembelian Mahasiswa Fakultas Ekonomi Universitas Abdurachman Saleh Situbondo pada Marketplace Shopee dengan Kepercayaan sebagai Variabel Intervening. Pengaruh Electronic Word Of Mouth (E-WOM) Dan Flash Sale Terhadap Keputusan Pembelian Mahasiswa Fakultas Ekonomi Universitas Abdurachman Saleh Situbondo Pada Marketplace Shopee Dengan Kepercayaan Sebagai Variabel Intervening, 2 (9). pp. 2021-2039. ISSN 2964 - 8750

	Text (Artikel Jurnal) Jurnal Syarifatul Holidah.pdf - Published Version Available under License Creative Commons Attribution Non-commercial No Derivatives. Download (808kB)
	Text Hal.Pernyataan Orisinalitas.pdf Download (219kB)
	Text Turnitin Jurnal.pdf Download (1MB)

Official URL: https://unars.ac.id/ojs/index.php/jme/article/view...

Abstract

Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh Electronic Word Of Mouth (E-WOM) Dan Flash Sale Terhadap Keputusan Pembelian Mahasiswa Fakultas Ekonomi Universitas Abdurachman Saleh Situbondo pada Marketplace Shopee dengan Kepercayaan sebagai Variabel Intervening. Penelitian ini menggunakan pendekatan kuantitatif, dengan jumlah populasi sebanyak 709 orang yang merupakan Mahasiswa Fakultas Ekonomi Universitas Abdurachman Saleh Situbondo tahun angkatan 2019-2022. Kemudian teknik pengambilan sampel dalam penelitian ini menggunakan non probability sampling dengan jenis penarikan sampel yaitu tekhnik purposive sampling. Sampel yang diperoleh sebanyak 88 responden. Hasil uji hipotesis pengaruh langsung menunjukkan bahwa Electronic Word Of Mouth berpengaruh signifikan positif terhadap Kepercayaan, Flash Sale berpengaruh positif namun tidak signifikan terhadap Kepercayaan, Electronic Word Of Mouth berpengaruh negatif namun tidak signifikan terhadap Keputusan Pembelian, Flash Sale berpengaruh signifikan positif terhadap Keputusan Pembelian, dan Kepercayaan berpengaruh signifikan positif terhadap Keputusan Pembelian. Hasil uji hipotesis pengaruh tidak langsung menunjukan Electronic Word Of Mouth berpengaruh positif namun tidak signifikan terhadap Keputusan Pembelian melalui Kepercayaan sebagai variabel intervening. Flash Sale berpengaruh positif namun tidak signifikan terhadap Keputusan Pembelian melalui Kepercayaan sebagai variabel intervening. This study aimed to find out how the effect of Electronic Word Of Mouth (E-WOM) and Flash Sale on purchase decisions of student at Faculty of Economics, Universitas Abdurachman Saleh Situbondo on Shopee marketplace with trust as an intervening variable. This study used a quantitative approach with a population of 709 people who are students of Faculty of Economics, Universitas Abdurachman Saleh Situbondo, class of 2019 - 2022. The sampling technique in this study used non probability sampling, namely purposive sampling technique. The sample obtained was 88 respondents. The results of direct effect hypothesis test showed that Electronic Word Of Mouth has a significant positive effect on trust, flash sale has a positive but not significant effect on trust, Electronic Word Of Mouth has a negative but not significant effect on purchase decision, flash sale has a significant positive effect on purchase decision, and trust has a significant positive effect on purchasing decisions. The results of indirect effect hypothesis test indicated that Electronic Word Of Mouth has a positive but not significant effect on purchase decisions through trust as an intervening variable, flash sale has a positive but not significant effect on purchase decisions through trust as an intervening variable.

Item Type:	Article
Subjects:	L Education > L Education (General) L Education > LB Theory and practice of education L Education > LB Theory and practice of education > LB2300 Higher Education T Technology > T Technology (General) Z Bibliography. Library Science. Information Resources > Z665 Library Science. Information Science Z Bibliography. Library Science. Information Resources > Z719 Libraries (General) Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4050 Electronic information resources Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4450 Databases
Divisions:	Fakultas Ekonomi > S1 Manajemen
Depositing User:	Syarifatul Holidah
Date Deposited:	19 Oct 2023 02:26
Last Modified:	19 Oct 2023 02:26
URI:	http://repository.unars.ac.id/id/eprint/1240

Actions (login required)

View Item