IMPLEMENTASI S-O-R MODEL DALAM ANALISIS PURCHASE BEHAVIOR PENGGUNA S-COMMERCE

FADILAH, IRGI TYAR MUHAMAD (2024) IMPLEMENTASI S-O-R MODEL DALAM ANALISIS PURCHASE BEHAVIOR PENGGUNA S-COMMERCE. Sarjana thesis, Universitas Siliwangi.

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1.COVER.pdf
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2.LEMBARBIMBINGAN.pdf
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3.LEMBARPENGESAHAN.pdf
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4.LEMBARORISINILITAS.pdf
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5.ABSTRACT.pdf
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6.ABSTRAK.pdf
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7.KATAPENGANTAR.pdf
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8.DAFTARISI.pdf
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9.DAFTARTABEL.pdf
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10.DAFTARGAMBAR.pdf
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11.DAFTARLAMPIRAN.pdf
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12.BABI.pdf
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17.DAFTARPUSTAKA.pdf
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Abstract

Penelitian ini bertujuan untuk menguji bagaimana Marketing Communication (MC) menjadi stimuli perilaku pembelian pengguna TikTok di Indonesia dengan menggunakan pendekatan S-O-R model. Survey Online dengan metode purposive sampling menghasilkan 252 responden, kemudian data diolah secara statistik, menggunakan Structural Equation Modelling (SEM). Hasil menunjukan bahwa MC mempengaruhi Perceived Economic Benefit (PEB) dan Trust, PEB mempengaruhi Trust, Trust mempangruhi Consumer Engagement (CE), dan CE mempengaruhi Repurchase Decision. Kata Kunci: Marketing Communication, Perceived Economic Benefit, Trust, Consumer Engagement, Repurchase Decision, S-O-R, SEM

Item Type: Thesis (Sarjana)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Rema Puri Irma Sri Katon
Date Deposited: 29 Aug 2024 07:45
Last Modified: 29 Aug 2024 07:45
URI: http://repositori.unsil.ac.id/id/eprint/13792

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