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.
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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 > 59101-(S2) Master Thesis |
| 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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