PENGARUH E-SERVICE QUALITY TERHADAP PURCHASE INTENTION DENGAN E-WOM DAN PERCEIVED VALUE SEBAGAI VARIABEL INTERVENING
Keywords:
e-service quality, e-wom, perceived value, purchase intentionAbstract
Penelitian ini bertujuan untuk mengetahui pengaruh dari e-service quality terhadap purchase intention dengan e-word of mouth dan perceived value sebagai variabel intervening. Penelitian ini merupakan penelitian kuantitatif dengan jumlah sampel sebanyak 134 responden yang merupakan pengguna OLX.co.id yang sudah pernah melakukan pembelian melalui website OLX.co.id sampel ditentukan menggunakan teknik nonprobability purposive sampling. Hasil dari perhitungan SPSS memperlihatkan bahwa 5 hipotesis yang terdapat dalam penelitian ini diterima, yakni e-service quality mempengaruhi secara signifikan variabel e-word of mouth, eservice quality mempengaruhi secara signifikan variabel perceived value, E-word of mouth mempengaruhi secara signifikan variabel purchase intention, perceived value mempengaruhi secara signifkan variabel purchase intention, dan terakhir e-service quality berpengaruh terhadap purchase intentionReferences
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