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Edo Rissandi
Apakah celebrity endorser bermanfaat membandingkan efek dari reputasi dan word of mouth referral sebuah social commerce's commerce terhadap kepercayaan sikap dan niat beli konsumen = Does celebrity endorser matters comparing the effect of reputation and word of mouth referral of a social commerce's commerce on consumers trust attitude and purchase intention / Edo Rissandi
"[Peningkatan situs jejaring sosial telah menawarkan perkembangan ke
paradigma e-commerce lain yang disebut s-commerce (social commerce). Scommerce
adalah bagian dari e-commerce dan menggunakan media jejaring sosial
online untuk interaksi sosial dan kontribusi pengguna untuk mendorong
pembelian online dan menawarkan berbagai macam barang dan jasa. Di tahuntahun
belakangan telah terlihat perkembangan cepat s-commerce di Indonesia,
namun perkembangan ini masih termasuk berbagai isu terkait transaksi, misalnya,
tidak ada alat angkut dan penyampaian hal yang salah. Secara khusus,
kepercayaan pembeli yang merujuk kepada sikap dan niat beli konsumen, menjadi
faktor penting untuk pencapaian keberhasilan perusahaan s-commerce,
mewajibkan organisasi ini untuk berusaha meraih kepercayaan, sikap dan niat beli
konsumen. Penelitian ini mengakui reputasi dan rujukan promosi mulut-ke-mulut
sebagai elemen kunci kualitas yang mempengaruhi kepercayaan, sikap dan niat
beli konsumen Indonesia di s-commerce. Hasil penelitian dengan
memperhitungkan sampel dari 171 pengguna s-commerce menunjukkan semua
karakteristik faktor kunci (dengan pengecualian rujukan promosi mulut-ke-mulut
pada niat beli) memiliki efek yang signifikan pada kepercayaan, sikap dan niat
beli konsumen., The improvement of social networking sites has offered ascent to another
e-commerce paradigm called s-commerce (social commerce). S-commerce is a
subset of e-commerce and uses online social networking media for social
interactions and user contributions to encourage the online purchasing and
offering various items and services. Late years have seen the quick development
of s-commerce in Indonesia, yet this development has included various
transaction-related issues, for instance, no conveyance and the conveyance of
wrong things. Specifically, shoppers' trust, as it prompts attitude and purchase
intention, has turn into an essential factor for the success achievement of scommerce
firms, obliging these organizations to endeavor consumers' trust,
attitude and purchase intention. This study recognizes reputation and word-ofmouth
referral as the key element qualities that impacts Indonesian purchasers'
trust, attitude and purchase intention in s-commerce. The results of the research
taking into account a sample of 171 s-commerce users demonstrate all the key
factor characteristics (with the exception of word-of-mouth referral on purchase
intention) had significant effects on consumers' trust, attitude and purchase
intention.]"
Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2015
S59311
UI - Skripsi Membership  Universitas Indonesia Library
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Zulfikar Eka Putra Ficky
Analisis pengaruh social commerce terhadap kepercayaan dan niat pembelian sepeda motor = Analysis of social commerce facebook towards consumers trust and intention to buy in motorcyle industry in Indonesia
"Penelitian ini bertujuan untuk menganalisis pengaruh social commerce Facebook terhadap kepercayaan dan niat pembelian konsumen sepeda motor di Indonesia. Pengujian ini dilakukan menggunakan metode Structural Equation Modelling (SEM) menggunakan software IBM AMOS 21. Responden diperoleh melalui dua cara yaitu penyebaran kuesioner secara online dan juga mendatangi langsung acara-acara komunitas sepeda motor. Dari penyebaran kuesioner tersebut didapatkan jumlah responden sebanyak 240 orang. Hasil penelitian menunjukkan bahwa social commerce memiliki pengaruh terhadap kepercayaan dan niat pembelian konsumen, namun kepercayaan konsumen tidak mempunyai pengaruh secara langsung terhadap niat pembelian konsumen.
This research is aimed to analyze the effect of social commerce towards consumers trust and intention to buy in motorcycle industry in Indonesia. This research use Structural Equation Modelling (SEM) and IBM AMOS 21 software. Respondent are acquired in two ways, first the questionnaire are shared online and the second way is the questionnaire are shared in the forum and community events. From the questionnaire sharing researcher acquired 240 respondent to use in this research. The result of this research is that social commerce is having influence towards consumers trust and intention to buy. But trust doesn?t have direct effect towards consumers purchase intention."
Depok: Universitas Indonesia, 2015
S59197
UI - Skripsi Membership  Universitas Indonesia Library
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Bella Trianda Sulawargana
Pengaruh electronic word-of-mouth (e-WOM) terhadap e-reputation pada industri e-commerce Indonesia = The effect of electronic word-of-mouth (e-WOM) on e-reputation in the Indonesian e-commerce industry.
"Pemanfaatan teknologi digital dan internet di Indonesia telah meluas dari sekedar mempermudah untuk berkomunikasi dan pencarian informasi; Internet sudah menjadi basis dalam menjalankan bisnis. Untuk bisnis berbasis daring seperti industri e-commerce, terjadi perluasan konsep reputasi menjadi electronic reputation. Tujuan penelitian ini adalah menjelaskan pengaruh e-WOM terhadap e-reputation pada industri e-commerce di Indonesia dan menjelasakan interaksi berbagai dimensi e-WOM dengan e-reputation. Metode penelitian yang digunakan adalah penelitian kuantitatif dengan survei kuesioner. Penelitian ini mengambil 170 sampel pengguna internet yang mengetahui dan menggunakan situs atau aplikasi e-commerce dan pernah melihat atau membicarakan e-commerce di internet dengan teknik pengambilan sampel convinience sampling dan diolah menggunakan teknik PLS-SEM. Hasil penelitian ini menunjukkan bahwa variabel electronic word-of-mouth memberikan pengaruh langsung terhadap e-reputation, dengan dimensi trust sebagai dimensi e-WOM yang paling berpengaruh secara signifikan disusul dengan dimensi intensitas sebagai dimensi yang berpengaruh kedua. Maka dari itu, kepercayaan menjadi dimensi dominan yang menentukan bagaimana seseorang menyampaikan pendapat mengenai perusahaan kepada khalayak, dan kemudian kepercayaan juga yang menjadi faktor pembentuk persepsi seseorang terhadap informasi yang diterima.
Utilization of digital technology and the internet in Indonesia has expanded from only for communicate and search for information, the internet has become the basis for doing business. For online-based businesses such as the e-commerce industry, there's expand of concept called electronic reputation. The purpose of this study is an explanation of e-WOM on e-reputation in the e-commerce industry in Indonesia and interaction of electronic word-of-mouth dimensions with e-reputation. The research method used is quantitative research. This study took 170 samples of internet users who know and use e-commerce sites or applications and have seen or discussed e-commerce on the internet with sampling techniques convinience sampling and the data analyze with SEM-PLS techniques. The results of this study indicate that electronic word-of-mouth variables have a direct influence on e-reputation, with the dimension of trust as the main influence of e-WOM dimension and intensity being the secondary influence. Therefore, trust becomes the dominant dimension that determines how individuals expresses their opinion about the company to others, and then trust also becomes a factor forming a person's perception of the information received."
Depok: Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2020
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UI - Skripsi Membership  Universitas Indonesia Library
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De Rembulan Ayundhasurya
Analisis Pengaruh Celebrity Endorsement dan Electronic Word-of-Mouth di Social Media Instagram terhadap Keputusan Pembelian (Analisis Kasus Pemanfaatan Celebrity Endorser dalam Mendorong Keputusan Pembelian Produk Kuliner) = Analysis of the Effect of Celebrity Endorsement and Electronic Word-of-Mouth in Social Media Instagram on Purchase Decision (Case Analysis of Using Celebrity Endorser to Create Purchase Decision of Culinary Product)
"Banyaknya pesaing bisnis kuliner memberikan dampak terhadap keputusan pembelian konsumen yang akan dipengaruhi pada saat mereka mempertimbangkan merek, kualitas, dan harga dari produk yang akan dibeli. Oleh karena itu, pemasar perlu memperhatikan strategi dan media promosi yang tepat dan inovatif agar proses pemasaran dapat berjalan secara efektif.
Instagram marak digunakan sebagai lahan bagi pemasaran produk kuliner untuk mempromosikan produknya secara online. Pemasar di Instagram menggunakan selebriti dalam berbagai iklan yang dikenal dengan celebrity endorsement. Celebrity endorsement merupakan salah satu strategi pemasaran yang kreatif untuk meningkatkan volume penjualan karena selebriti memiliki daya tarik dan diikuti banyak penggemar. Selain itu, pesan yang disampaikan khalayak di social media Instagram juga menimbulkan terciptanya Electronic Words-of-Mouth (e-WOM).
Penelitian ini fokus pada pengaruh Celebrity Endorsement dan Electronic Words-of-Mouth terhadap keputusan pembelian produk kuliner Bandung Makuta, baik hubungan secara langsung maupun menggunakan mediator Brand Image. Teknik pengambilan sampel yang digunakan adalah sampel jenuh dengan metode sensus dan didapatkan sebanyak 200 responden.
Hasilnya, Celebrity endorsement tidak memiliki pengaruh langsung terhadap keputusan pembelian, namun memiliki pengaruh tidak langsung melalui brand image. Sedangkan electronic words-of-mouth memiliki pengaruh langsung maupun tidak langsung melalui brand image terhadap keputusan pembelian.
The number of culinary business competitors has an impact on consumer purchasing decisions that will be affected when they consider the brand, quality, and price of the product to be purchased. Therefore, marketers need to pay attention to the right and innovative strategies and media promotions so that the marketing process can run effectively.
Instagram is widely used as a media for marketing culinary products to promote their products online. Marketers on Instagram use celebrities in various advertisements known as celebrity endorsement. Celebrity endorsement is one of the creative marketing strategies to increase sales volume because celebrities have appeal and are followed by many fans. In addition, the message conveyed by Instagram audiences on social media also led to the creation of Electronic Words-of-Mouth (e-WOM).
This research focuses on the effect of Celebrity Endorsement and Electronic Words-of-Mouth on purchasing decisions for Bandung Makuta culinary products, both directly and using Brand Image as a mediator. The sampling technique used was a saturated sample with a census method and obtained as many as 200 respondents.
The result is celebrity endorsement does not have a direct effect on purchasing decisions, but has an indirect effect through the brand image. While electronic words-of-mouth has a direct or indirect effect through a brand image of purchasing decisions."
Depok: Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2019
T52361
UI - Tesis Membership  Universitas Indonesia Library
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Kumala Fitri
Pengaruh social media marketing terhadap customer relationshop dan minat beli konsumen e-commerce Tokopedia : studi pada followers Instagram Tokopedia di DKI Jakarta = Impacs od social media marketing towards customer relationships consumer purchase intention on e-commerce Tokopedia: study of Tokopedia Instagram followers in Jakarta capital region
"Perkembangan teknologi yang pesat, melahirkan era digital yang semakin merubah gaya berbelanja masyarakat menjadi serba online. Hal ini memicu pertumbuhan e-commerce yang sangat tinggi dan menyebabkan persaingan dalam industri e-commerce menjadi sangat ketat. Untuk mengatasi persaingan yang ketat, perusahaan e-commerce penting untuk membangun hubungan dengan konsumennya dan juga membangun minat beli konsumennya. Strategi yang bisa dilakukan yaitu dengan pemasaran melalui sosial media.
Oleh karena itu, penelitian ini bertujuan menganalisis tentang pengaruh social media marketing yang dijalankan oleh Tokopedia melalui akun Instagram Tokopedia itu sendiri terhadap customer relationship dan minat beli konsumennya, dan juga menganalisis pengaruh customer relationship terhadap minat beli konsumen.
Penelitian ini merupakan penelitian kuantitatif dengan menggunakan survei penyebaran kuesioner. Data yang didapat dari 130 responden diolah menggunakan SPSS 25. Pengukuran dilakukan dengan metode analisis regresi berganda.
Hasil yang ditemukan bahwa social media marketing berpengaruh secara signifikan terhadap customer relationship dengan F (Sig.) 22.691 (0.000) dan 17.637 (0.000). Social media marketing berpengaruh secara signifikan terhadap minat beli konsumen dengan F (Sig.) 16.010 (0.000). Serta ditemukan juga bahwa customer relationship berpengaruh signifikan terhadap minat beli konsumen dengan F (Sig.) 51.188 (0.000).
As technology is growing rapidly, peoples shopping styles transformed into digital way. This triggered a very high number of e-commerce growth and caused an intense competition in the e-commerce industry. To overcome the intense competition, e-commerce companies are important to build relationships with their customers and also to build a consumer purchase intention. One of a strategy which can be done is by marketing through social media.
Therefore, this study aims to analyze the influence of social media marketing carried out by Tokopedia through the Tokopedias Instagram, towards customer relationship and consumer purchase intention and also analyze the influence of customer relationship on consumer purchase intention.
This research is a quantitative study using a questionnaire survey. Data obtained from 130 respondents were processed using SPSS 25 with multiple regression analysis methods.
The results find that social media marketing has a significant effect on customer relationship with F (Sig.) 22.691 (0.000) and 17.637 (0.000), social media marketing has a significant effect on purchase intention with F (Sig.) 16.010 (0.000) and also customer relationship has a significant effect on consumer purchase intention with F (Sig.) 51.188 (0.000)."
Depok: Fakultas Ilmu Administrasi Universitas Indonesia, 2018
S-Pdf
UI - Skripsi Membership  Universitas Indonesia Library
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Rizka Rianda Devira
Pengaruh penggunaan media sosial Instagram dan elektronik dari mulut ke mulut pada keterlibatan keputusan pembelian dalam mode e-commerce di Indonesia = The influence of the use of social media Instagram and word of mouth on the involvement of purchasing decisions in e-commerce mode in Indonesia
"Penelitian ini dilakukan untuk mengetahui pengaruh penggunaan media sosial Instagram dan elektronik dari mulut ke mulut (e-WOM) baik secara langsung maupun melalui variabel mediasi, yaitu kepercayaan terhadap keterlibatan keputusan pembelian. Penelitian ini menggunakan metode cross-sectional deskriptif konklusif dan kuesioner didistribusikan secara online kepada 216 responden yang telah menghabiskan pengeluaran untuk fashion e-commerce di Indonesia. Tesis ini menggunakan analisis pemodelan persamaan struktural (SEM), pengolahan data responden dalam penelitian ini menggunakan LISREL 8.51. Penelitian ini menghasilkan penggunaan media sosial Instagram dan elektronik dari mulut ke mulut memiliki pengaruh yang signifikan terhadap keterlibatan keputusan pembelian. Hasil lain dari penelitian ini menunjukkan bahwa elektronik dari mulut ke mulut juga dapat dipengaruhi oleh variabel mediasi kepercayaan untuk mencapai keterlibatan keputusan pembelian. Penggunaan media sosial Instagram tidak memiliki pengaruh signifikan terhadap keterlibatan keputusan pembelian jika dimediasi oleh kepercayaan. Memahami faktor-faktor yang dapat mempengaruhi keterlibatan keputusan pembelian dalam belanja konsumen dalam mode e-commerce di Indonesia dapat membantu pemasar memprediksi perilaku konsumen dalam kegiatan pemasaran produk atau perusahaan
This research was conducted to determine the effect of the use of social media Instagram and electronic word of mouth (e-WOM) both directly and through mediating variables, namely confidence in the involvement of purchasing decisions. This study uses a conclusive descriptive cross-sectional method and a questionnaire distributed online to 216 respondents who have spent spending on fashion e-commerce in Indonesia. This thesis uses structural equation modeling (SEM) analysis, respondent data processing in this study uses LISREL 8.51. This research resulted in the use of social media Instagram and word of mouth have a significant influence on the involvement of purchasing decisions. Other results from this study indicate that word of mouth electronics can also be influenced by trust mediation variables to achieve purchasing decision involvement. The use of social media Instagram does not have a significant influence on the involvement of purchasing decisions if mediated by trust. Understanding the factors that can influence purchasing decision involvement in consumer spending in e-commerce mode in Indonesia can help marketers predict consumer behavior in product or company marketing activities
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2019
S-pdf
UI - Skripsi Membership  Universitas Indonesia Library
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Tito Nugraha Adiwikarta
Pengaruh fluency dan electronic word-of-mouth terhadap intention to visit (studi kasus Tanjung Bira) = The impacts of fluency dan electronic word-of-mouth terhadap intention to visit (case study Tanjung Bira)
"Penelitian ini meneliti mengenai pengaruh electronic word-of-mouth dan fluency terhadap minat berkunjung (intention to visit) para konsumen. Ada 120 responden yang berpartisipasi dalam survei penelitian ini. Dengan menggunakan factorial design 2x2, peneliti akan membagi kelompok penelitian menjadi high fluency dan high eWOM (tipe A), high fluency dan low eWOM (tipe B), low fluency dan high eWOM (tipe C) serta low fluency dan low eWOM (tipe D). Dengan menggunakan compare means, independent t-test dan ANOVA, peneliti akan membandingkan kelompok mana yang lebih berpengaruh terhadap intention to visit dalam studi kasus Tanjung Bira. Hasil penelitian ini menunjukkan bahwa eWOM ternyata memiliki pengaruh lebih tinggi dibandingkan fluency.
This research examines the influence of electronic word-of-mouth and fluency towards intention to visit. There were 120 respondents who participated in this research. By using a 2x2 factorial design, the researcher will divide the research groups into a high fluency and high eWOM (type A), high and low fluency eWOM (type B), low fluency and high eWOM (type C) and low fluency and low eWOM (type D ). By using compare means, independent t-test and ANOVA, researchers will compare which group has more influence on the intention to visit the Tanjung Bira case studies. The results of this study indicate that eWOM proved to have a higher influence than fluency."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2014
S56691
UI - Skripsi Membership  Universitas Indonesia Library
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Bunga Ghassani
Analisis pengaruh karakteristik social commerce (s-commerce) terhadap consumer's trust dan trust performance: studi kasus pada Groupon Indonesia = Effects of social commerce's (s-commerce) characteristics on consumer's trust and trust performance: case study on Groupon Indonesia
"[Pertumbuhan social networking sites (SNSs) telah memunculkan paradigma baru dari e-commerce yang disebut social commerce (s-commerce). Social commerce merupakan cabang dari e-commerce yang memungkinkan konsumen untuk dapat saling berinteraksi dengan difasilitasi oleh media sosial maupun interaksi sosial antar konsumen. Penelitian ini dilakukan untuk menganalisis pengaruh karakteristik social commerce (s-commerce) yang terdiri dari reputation, size, information quality, transaction safety, communication, economic feasibility, WOM referrals terhadap consumer's trust dan trust performance (purchase
intentions dan WOM intentions) dengan menggunakan studi kasus Groupon Indonesia yang merupakan situs s-commerce berbentuk group-buying. Responden dari penelitian ini adalah orang-orang yang sudah pernah membuka/browsing
situs Groupon Disdus/Groupon Indonesia dalam kurun waktu 2 (dua) tahun terakhir, namun belum pernah melakukan pembelian pada situs s-commerce tersebut. Metode pengolahan data yang digunakan adalah Structural Equation
Modelling (SEM). Hasil dari penelitian menunjukkan bahwa reputation, information quality, transaction safety dan communication tidak memiliki pengaruh positif terhadap consumer's trust. Sedangkan, size, economic feasibility
dan WOM referrals memiliki pengaruh positif terhadap consumer's trust. Kemudian, consumer's trust memiliki pengaruh positif terhadap purchase intentions dan WOM intentions.
The growth of social networking sites (SNSs) has given rise to a new paradigm of e-commerce called social commerce (s-commerce). Social commerce is a subset of e-commerce which enables consumers to interact each other via social media or even by social interaction among them. This study aims to analyze the effects of social commerce's (s-commerce) characteristics which consist of reputation, size, information quality, transaction safety, communication, economic feasibility, WOM referrals towards consumer's trust and trust performance (purchase
intentions and WOM intentions) on group-buying site (Groupon Indonesia) as the case study. Respondents of this research are those who have browsed Groupon Disdus/Groupon Indonesia site within the last two (2) years, but have never made any purchasement on this site. Structural Equation Modeling (SEM) is used to process the data. The results of this research show that reputation, information
quality, safety and communication transaction have no positive effects on consumer's trust. Meanwhile, size, economic feasibility and WOM referrals have positive effects on the consumer's trust. Furthermore, the consumer's trust has positive effect on both purchase intentions and WOM intentions.;The growth of social networking sites (SNSs) has given rise to a new paradigm of e-commerce called social commerce (s-commerce). Social commerce is a subset of e-commerce which enables consumers to interact each other via social media or even by social interaction among them. This study aims to analyze the effects of social commerce's (s-commerce) characteristics which consist of reputation, size, information quality, transaction safety, communication, economic feasibility,
WOM referrals towards consumer's trust and trust performance (purchase intentions and WOM intentions) on group-buying site (Groupon Indonesia) as the case study. Respondents of this research are those who have browsed Groupon Disdus/Groupon Indonesia site within the last two (2) years, but have never made any purchasement on this site. Structural Equation Modeling (SEM) is used to process the data. The results of this research show that reputation, information quality, safety and communication transaction have no positive effects on consumer's trust. Meanwhile, size, economic feasibility and WOM referrals have positive effects on the consumer's trust. Furthermore, the consumer's trust has positive effect on both purchase intentions and WOM intentions., The growth of social networking sites (SNSs) has given rise to a new paradigm of
e-commerce called social commerce (s-commerce). Social commerce is a subset
of e-commerce which enables consumers to interact each other via social media
or even by social interaction among them. This study aims to analyze the effects of
social commerce?s (s-commerce) characteristics which consist of reputation, size,
information quality, transaction safety, communication, economic feasibility,
WOM referrals towards consumer's trust and trust performance (purchase
intentions and WOM intentions) on group-buying site (Groupon Indonesia) as the
case study. Respondents of this research are those who have browsed Groupon
Disdus / Groupon Indonesia site within the last two (2) years, but have never
made any purchasement on this site. Structural Equation Modeling (SEM) is used
to process the data. The results of this research show that reputation, information
quality, safety and communication transaction have no positive effects on
consumer's trust. Meanwhile, size, economic feasibility and WOM referrals have
positive effects on the consumer's trust. Furthermore, the consumer's trust has
positive effect on both purchase intentions and WOM intentions.]"
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2016
S61840
UI - Skripsi Membership  Universitas Indonesia Library
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Sinaga, Maria Analia Vinesta
Pengaruh Electronic Word-of-Mouth terhadap Consumer Purchase Decision pada Aktivitas E-Commerce dari Perspektif Consumer Characteristic di Kalangan Mahasiswa Indonesia = The Influence of Electronic Word-of-Mouth on Consumer Purchase Decision in E-Commerce Activities from The Perspective of Consumer Characteristic Among Undergraduate Students in Indonesia
"Meningkatnya aktivitas jual beli online (e-commerce) menyebabkan terjadinya pergeseran pada proses pengambilan keputusan pembelian oleh konsumen. Web 2.0 membantu konsumen mencari informasi guna mengatasi ketidakpastian yang dirasakan ketika melakukan aktivitas belanja online. Informasi yang beredar pada platform web 2.0 disebut electronic word-of-mouth (eWOM). Proses komunikasi eWOM akan berbeda pada setiap konsumen dengan karakteristik yang berbeda. Penelitian ini bertujuan untuk mengetahui bagaimana karakteristik konsumen mempengaruhi komunikasi eWOM, serta mengetahui bagaimana pengaruh komunikasi eWOM terhadap pengambilan keputusan pembelian yang dilakukan konsumen. Pengumpulan data dilakukan dengan menyebarkan kuesioner secara online. Kuesioner yang berhasil didapatkan berjumlah 397 dengan 325 data yang valid. Data diolah menggunakan teknik Structural Equation Modelling. Hasil penelitian menunjukkan bahwa karakteristik konsumen yang berpengaruh terhadap komunikasi eWOM hanyalah consumer involvement. Hasil penelitian juga menunjukkan bahwa informasi eWOM memiliki pengaruh pada pengambilan keputusan pembelian oleh konsumen. Hasil penelitian memberikan implikasi pada konsumen maupun pelaku bisnis e-commerce. Konsumen perlu meningkatkan kesadaran akan risiko dan pentingnya pengetahuan serta pengalaman sebelum melakukan pembelian online. Sementara itu, bagi pelaku bisnis e-commerce perlu menjaga hubungan baik dengan konsumen karena dapat mendorong terjadinya persebaran eWOM positif.
The increasing of e-commerce activities causes a shift in the process of consumer purchase decision. Web 2.0 technology helping consumers to search for information in order to cope with the uncertainty that is felt when doing online shopping activity. Information circulating on the Web 2.0 platform is called electronic word-of-mouth (eWOM). The process of eWOM communication will be different for consumer with different characteristic. The goal of this study is to determine how the consumer characteristic affect eWOM communication, and how eWOM communication affect consumer purchase decision. The data was collected by distributing online questionnaire. 397 questionnaires were collected with only 325 of them were valid. The data was processed using Structural Equation Modeling techniques. The result showed that the only consumer characteristic that influence eWOM communication is consumer involvement. The results also showed that eWOM has influence on consumer purchase decision. The results then have implications for consumers and e-commerce business. Consumers need to raise awareness of the risks and the importance of knowledge and experience before making an online purchase. Meanwhile, the e-commerce businesses need to maintain good relations with consumers because itcan lead to the spread of positive eWOM."
Depok: Fakultas Ilmu Komputer Universitas Indonesia, 2013
S-pdf
UI - Skripsi Membership  Universitas Indonesia Library
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Rafi Farhan Perkasa
The Effect of Social Presence and Consumer-streamer Identification towards Purchase Intention: A Study of the E-commerce Livestreaming Environment = Pengaruh Kehadiran Sosial dan Identifikasi Konsumen-streamer terhadap Niat Membeli: Studi tentang Lingkungan Siaran Langsung E-commerce
"Dengan pertumbuhan Internet dan teknologi selama bertahun-tahun, telah terjadi pergeseran dalam cara penjual dan pembeli yang terlibat di pasar berinteraksi. Salah satu perkembangan yang disebutkan di atas disebut streaming langsung, yang melibatkan individu yang menyiarkan video langsung atau real-time tentang apa pun yang mereka inginkan di Internet. Dalam hal ini, penjual yang menggunakan streaming langsung dapat secara efektif memamerkan produk dan layanan mereka secara real-time, sebingga memungkinkan pembeli untuk terlibat dalam pengalaman yang lebih interaktif dibandingkan metode tradisional dengan mengurangi jarak virtual dan ketidakpastian dalam berbisnis di saluran online. Tren livestreaming telah mengembangkan dan mentransformasi e-commerce seperti Shopee dan Tokopedia. Kedua platform e-commerce tersebut merupakan pemimpin pasar dalam lanskap e-commerce Indonesia, dan masing-masing memiliki layanan yang menawarkan streaming langsung. Indonesia adalah salah satu negara terpadat dan terbesar di dunia yang menjadikannya salah satu negara pengguna Internet terbesar di dunia. Tujuan dari penelitian ini adalah untuk melihat pengaruh faktor-faktor yang mempengaruhi niat membeli peserta livestreaming e-commerce, yaitu kehadiran sosial dan identifikasi konsumen-streamer. Penelitian ini melibatkan 112 partisipan dan dianalisis menggunakan Partial Least Squares - Structural Equation Modeling (PLS - SEM). Menurut penelitian ini, kehadiran sosial dan identifikasi konsumen-streamer mempunyai pengaruh yang signifikan dan positif terhadap niat membeli pemirsa siaran langsung e-commerce.
With the growth and development of the Internet and technology throughout the years, there has been a shift in the methods that sellers and buyers engage in the market. One development is livestreaming, it involves individuals broadcasting a real-time or live video of anything that they want on the Internet. In this case, sellers who use livestreaming can showcase their products and services in real-time, allowing buyers to engage in a more interactive shopping by reducing the virtual distance and uncertainty of doing businesses in online channels. The latest trend of livestreaming also affected e-commerce platforms such as Shopee and Tokopedia. Both platforms are the market leaders in Indonesian e-commerce landscape, with both offering livestreaming services. Indonesia is both one of the populous and biggest countries in the world which leads to it having one of the largest internet users in the world. Thus, this study aims to understand the effects of social presence and consumer-streamer identification. This study included 112 participants and was analysed using Partial Least Squares - Structural Equation Modelling (PLS - SEM). According to this study, social presence and consumer-streamer identification hasve a significant and positive effect toward the purchase intention of an e-commerce livestreaming viewers."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indinesia, 2025
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