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PENGARUH WORD OF MOUTH DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE INTENTION PADA ONLINE SHOP SHOPEE (Studi Kasus Pada Mahasiswa Fakultas Ekonomi dan Bisnis Jurusan Manajemen Universitas Islam Malang)

Jurnal Ilmiah Riset Manajemen

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Title PENGARUH WORD OF MOUTH DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE INTENTION PADA ONLINE SHOP SHOPEE (Studi Kasus Pada Mahasiswa Fakultas Ekonomi dan Bisnis Jurusan Manajemen Universitas Islam Malang)
 
Creator Auzan, Mohamad Hashfi
Widarko, Agus
 
Description Abstract This study aims to determine the effect of word of mouth, electronic word of mouth on purchase intention. The population in this study were students of the economics and business faculties of the management department of Malang Islamic University. The sample in this study uses purposive sampling totaling 77 students. This analysis uses multiple regression models. The results of this study indicate that word of mouth (X1) partially has a significant effect on purchase intention with a value (sig 0,000). As well as electronic word of mouth (X2) partially have a significant effect on purchase intention with value (sig 0,042). With the value of determination (R2) 26,7% between the independent variable and the dependent variable. Keywords word of mouth, electronic word of mouth and purchase intention
 
Publisher Jurnal Ilmiah Riset Manajemen
 
Contributor —
 
Date 2018-08-17
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://riset.unisma.ac.id/index.php/jrm/article/view/1241
 
Source Jurnal Ilmiah Riset Manajemen; ejrm Vol. 7 No. 9 Agustus 2018
 
Language eng
 
Relation http://riset.unisma.ac.id/index.php/jrm/article/view/1241/1244
 
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