PENGARUH E-WOM DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN DENGAN TRUST SEBAGAI VARIABEL MEDIASI (STUDI EMPIRIS PADA KONSUMEN TIK TOK SHOP DI KOTA MADIUN)

Yusita, Nafika Wahyu (2024) PENGARUH E-WOM DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN DENGAN TRUST SEBAGAI VARIABEL MEDIASI (STUDI EMPIRIS PADA KONSUMEN TIK TOK SHOP DI KOTA MADIUN). S1 thesis, Universitas PGRI Madiun.

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Abstract

Currently, there is a significant movement in people's lifestyles towards digitalization and the growth of the digital world. One of the businesses that innovates in responding to people's interest in e-commerce is TikTok. The aim of this study was to provide empirical support for the influence of price perception and E-WOM towards purchasing decisions, with trust acting as a mediating factor. This study used a quantitative research with 385 respondents constitute the total sample size through the random sampling procedure. Questionnaires were used in the data collection process. Meanwhile, Smart-PLS 4 was used for data analysis. The results of the study indicate: 1) E-WOM has a good and substantial impact towards the decision of Madiun residents to buy Tik Tok Shop products, 2) At the Tik Tok Shop in Madiun City, customer perceptions of price have a positive and real influence towards their purchasing decisions, 3) At the Tik Tok Shop in Madiun City, trust has a positive and substantial influence towards purchasing decisions, 4) E-WOM has a large and positive influence towards trust in the Tik Tok Store in Madiun City, 5) The price perception of the Tik Tok Store in Madiun City is positively and significantly influenced by trust, 6) In the Tik Tok Store in Madiun City, E-WOM on purchasing decisions can be significantly moderated by the trust variable, 7) In the Tik Tok Store in Madiun City, price perception can be significantly moderated by the trust variable.

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	E-WOM, Price Perception, Trust, Purchasing Decisions
Subjects:	A Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	YUSITA WAHYU NAFIKA
Date Deposited:	05 Oct 2024 03:02
Last Modified:	05 Oct 2024 03:02
URI:	http://eprint.unipma.ac.id/id/eprint/2185

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