Pengaruh E-Wom (Electronic Word of Mouth) pada Situs social Commerce terhadap Niat Beli Generasi X,Y dan Z

Retnowati, Novita (2017) Pengaruh E-Wom (Electronic Word of Mouth) pada Situs social Commerce terhadap Niat Beli Generasi X,Y dan Z. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Pesatnya pertumbuhan internet di Indonesia memacu pertumbuhan pasar elektonik (e-commerce). Seiring dengan pertumbuhan tersebut berkembang pula social commerce yang merupakan perkembangan dari e-commerce. Teknologi dari social commerce memungkinkan terjadinya e-WOM (Electronic Word of Mouth), yang memungkinkan konsumen mencari informasi sebelum membeli produk dengan melihat ulasan dari konsumen lain. Informasi e-WOM memberi pengaruh yang sangat penting terhadap niat pembelian sebuah produk. Setiap Generasi usia mempunyai pengalaman dan penerimaan teknologi yang berbeda. Banyak perusahaan yang berinvestasi besar untuk meneliti perbedaan sikap dan perilaku setiap generasi untuk kepentingan pemasaran. Hal tersebut juga berpengaruh terhadap perilaku belanja online dan keterlibatan dalam E-Wom. Fakor Usia juga menjadi faktor penentu dalam belanja online dan niat konsumen untuk berbelanja Sebagian besar penelitian-penelitian sebelumnya membahas bagaimana pengaruh e-WOM terhadap niat beli, namum tidak menyertakan pengaruh e-WOM terhadap niat beli berdasarkan generasi konsumen. Dalam penelitian ini akan teliti pengaruh E-Wom yang dapat mempengaruhi niat beli di Social commerce dengan memperhatikan faktor generasi X,Y dan Z. Berdasarkan tujuan tersebut diusulkan sebuah konseptual model yang dibangun berdasarkan TRA (Theory of Reasoned Action) dan TAM (Technology Acceptance Model). Model yang dibuat divalidasi dengan SEM (Structural Equation Modelling). Dengan menggunakan pendekatan component based dengan alat bantu Generalized Structured Component Analysis (GSCA), penelitian ini mendapatkan hasil bahwa kuliatas informasi, kredibilitas sumber informasi, persepsi tentang kuantitas informasi berpengaruh terhadap kegunaan informasi, kegunaan informasi berpengaruh terhadap sikap terhadap informasi, dan sikap terhadap informasi terbukti berpengaruh terhadap niat beli generasi X,Y dan Z. ================================================================= The growth of internet in Indonesia caused the growth of electronic market (e-commerce). The growth of the internet also led to the growth of social commerce which is the development of e-commerce. Technology from social commerce enables e-WOM (Electronic Word of Mouth), which allows consumers to search for information before buying a product by looking at reviews from other consumers. The e-WOM information has a very important effect on the purchase intent of a product Each generation of age has different experience and acceptance of technology. Many companies are investing heavily to examine the differences in attitudes and behavior of each generation for marketing purposes. It also affects online shopping behavior and involvement in E-Wom. Age factors are also a determining factor in online shopping and consumer intentions for shopping. Most of the previous studies discussed how e-WOM influences purchasing intentions, but does not include e-WOM effects on purchasing intentions based on consumer generation. In this research will examine the influence of E-Wom that can affect the buying intention in Social commerce by considering the factors of generation X, Y and Z. Based on the objective is proposed a conceptual model built on TRA (Theory of Reasoned Action) and TAM (Technology Acceptance Model). The model created is validated by SEM (Structural Equation Modeling). By using component based approach with Generalized Structured Component Analysis (GSCA) tool, this research get result that quality of information, credibility of information source, perception about quantity of information influence to usefulness of information, usage of information influence to attitude to information, and attitude to information proven Affect the intention to buy generation X, Y and Z.

Item Type: Thesis (Masters)
Additional Information: RTSI 006.7 Ret p
Uncontrolled Keywords: e-WOM (Electronic Word of Mouth), Social Commerce, Intention to Buy, Niat Beli
Subjects: H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction
T Technology > T Technology (General)
Divisions: Faculty of Information Technology > Information System > (S2) Master Theses
Depositing User: Novita Retnowati .
Date Deposited: 19 Sep 2017 07:32
Last Modified: 05 Mar 2019 04:24
URI: http://repository.its.ac.id/id/eprint/42738

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