PENGARUH E-WOM, KUALITAS PRODUK DAN PEMASARAN DIGITAL TERHADAP MINAT BELI ULANG PADA GEN Z (Studi Kasus pada Market Place Shopee di Kota Padang)

Anisa Septa, Dwi Flora and Linda, Wati (2024) PENGARUH E-WOM, KUALITAS PRODUK DAN PEMASARAN DIGITAL TERHADAP MINAT BELI ULANG PADA GEN Z (Studi Kasus pada Market Place Shopee di Kota Padang). Diploma thesis, Universitas Bung Hatta.

	Text BAB 5 - DAFTAR PUSTAKA_SEPTA FIX.pdf Download (218kB)
	Text COVER - BAB 1_SEPTA FIX.pdf Download (824kB)
	Text FULL SKRIPSI_ANISA SEPTA (3).pdf Restricted to Repository staff only Download (2MB)

Abstract

Penelitian ini bertujuan untuk menguji pengaruh electronic word of mouth (e- WOM), kualitas produk, dan pemasaran digital terhadap minat beli ulang pada Gen Z. Studi kasus dilakukan pada market place Shopee di Kota Padang. Sampel dalam penelitian ini terdiri dari 104 orang dengan teknik pengambilan sampel purposive sampling. Metode analisis data dalam penelitian ini menggunakan SMART-PLS. Dari hasil penelitian menunjukkan bahwa kualitas produk dan pemasaran digital berpengaruh positif terhadap minat beli ulang, sementara electronic word of mouth (e-WOM) tidak berpengaruh terhadap minat beli ulang. Kata kunci: electronic word of mouth, kualitas produk, pemasaran digital, minat beli ulang This research aims to examine the influence of electronic word of mouth (e-WOM), product quality, and digital marketing on repurchase interest in Gen Z. The case study was conducted at the Shopee market place in Padang City. The sample in this study consisted of 104 people using a purposive sampling technique. The data analysis method in this research uses SMART-PLS. The research results show that product quality and digital marketing have a positive effect on repurchase interest, while electronic word of mouth (e-WOM) has no effect on repurchase interest. Keywords: electronic word of mouth, product quality, digital marketing, repurchase interest

Actions (login required)

View Item