Pengaruh Webrooming Terhadap Confdent, Smart Shopping Feeling, User-Generated Content Dan Search Process Satisfaction Sepeda Motor Honda

Dymawafie, Harits (2022) Pengaruh Webrooming Terhadap Confdent, Smart Shopping Feeling, User-Generated Content Dan Search Process Satisfaction Sepeda Motor Honda. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Penelitian ini bertujuan untuk: mengetahui pengaruh Webrooming terhadap Confident pada merk motor Honda, mengetahui pengaruh Webrooming terhadap Smart Shopping Feeling pada merk motor Honda, mengetahui pengaruh Webrooming terhadap User Generated pada merk motor Honda, mengetahui pengaruh Webrooming terhadap Search Process Satisfaction pada merk motor Honda. Webrooming merupakan perilaku konsumen dalam melakukan pencarian informasi secara online terkait suatu produk sebelum mengambil keputusan pembelian secara offline. Penelitian ini merupakan penelitian kuantitatif. Variabel yang diteliti yaitu Webrooming sebagai variabel independen, Search Process Satisfaction sebagai variabel dependen, dan User-Generated Content, Confident, dan Smart Shopping Feeling sebagai variabel intervening. Populasi pada penelitian ini adalah pengguna motor Honda dengan teknik sampling yang digunakan yaitu non-probabilitas menghasilkan 96 orang yang dihitung menggunakan rumus Lemeshow. Teknik pengolahan dan analisis data penelitian ini menggunakan analisis deskriptif, PLS-SEM, dan Uji P. Hasil pada penelitian ini menunjukan bahwa: Confident berpengaruh positif dan signifikan terhadap Search Process Satisfaction dengan nilai path coefficient 0,381 dan p-value 0,003, Smart Shopping Feeling berpengaruh positif dan signifikan terhadap Search Process Satisfaction dengan nilai path coefficient 0,202 dan p-value 0,216, User-Generated Content berpengaruh positif dan signifikan terhadap Search Process Satisfaction dengan nilai path coefficient -0,018 dan p value 0,83, Webrooming berpengaruh positif dan signifikan terhadap Confident dengan nilai path coefficient 0,6 dan p-value 0, Webrooming berpengaruh positif dan signifikan terhadap Search Process Satisfaction dengan nilai path coefficient 0,256 dan p-value 0,029, Webrooming berpengaruh positif dan signifikan terhadap Smart Shopping Feeling dengan nilai path coefficient 0,687 dan p-value 0, Webrooming berpengaruh positif dan signifikan terhadap User-Generated Content dengan nilai path coefficient 0,358 dan p-value 0.
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This study aims to: determine the effect of Webrooming on Confident on Honda motorcycles, determine the effect of Webrooming on Smart Shopping Feeling on Honda motorcycles, determine the effect of Webrooming on User-Generated on Honda motorcycles, determine the effect of Webrooming on the Satisfaction Search Process on Honda motorcycles. Webrooming is a consumers behavior that shopper searching online information about product and making offline purchase decision. This research is a quantitative research. The variables studied were Webrooming as the independent variable, Search Process Satisfaction as the dependent variable, and User-Generated Content, Confident, and Smart Shopping Feeling as intervention variables. The population in this study were Honda motorcycle users with the non-probability sampling technique used to produce 96 people calculated using the Lemeshow formula. The data processing and analysis technique used in this study was descriptive analysis, PLS-SEM, and P-test. The results of this study showed that: Self-confidence had a positive and significant effect on Search Process Satisfaction with a path coefficient value of 0.381 and a p-value of 0.003, Smart Shopping Feeling has a positive and significant effect on Search Process Satisfaction with a path coefficient value of 0.202 and p-value 0.216, User-Generated Content has a positive and significant effect on Search Process Satisfaction with a path coefficient value of -0.018 and a p-value of 0.83, Webrooming has a positive and significant effect on Confident with a path coefficient value of 0.6 and a p-value of 0.5, Webrooming has a positive and significant effect on Search Process Satisfaction with a path coefficient value of 0.256 and a p-value of 0.029, Webrooming has a positive and significant effect on significantly significant to Smart Shopping Feeling with a path coefficient value of 0.687 and a p-value of 0, Webrooming be has a positive and significant effect on User-Generated Content with a path coefficient value of 0.358 and a p value of 0.

Item Type:	Thesis (Other)
Additional Information:	RSMB 658.834 3 Dym p-1 2022
Uncontrolled Keywords:	Webrooming; Confident; Smart shopping feeling; User-generated content; Search process satisfaction
Subjects:	H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	- Davi Wah
Date Deposited:	16 Jul 2024 07:53
Last Modified:	16 Jul 2024 07:53
URI:	http://repository.its.ac.id/id/eprint/108325

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