PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN DI TOKOPEDIA (Survey Mahasiswa Universitas Islam Negeri Sunan Kalijaga)

Muchamad Jordan Fatchuzzaman, NIM : 15730066 (2020) PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN DI TOKOPEDIA (Survey Mahasiswa Universitas Islam Negeri Sunan Kalijaga). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

In line with the development of increasingly sophisticated technology, buying and selling transactions follow the flow of technological developments that utilize the internet network. Various innovations in buying and selling activities using internetbased media online media are choices that companies must choose to market their products to the public. The development of these technologies has made a shift in customer behavior from purchases through offline shops to purchases through online shops or through e-commerce, the main reason for this shift in behavior from offline to online is based on the convenience offered by online shops. The existence of an online shop is very helpful for humans in meeting their needs. What's more now many innovations from the online shop. Now this is also developing with the name Ecommerce. To survive in a business competition, companies must have an advantage so that they can attract consumer purchasing decisions. Consumers will combine knowledge to evaluate two or more alternatives and choose one of them so that purchasing decisions can be interpreted as a choice by consumers for two or more alternative choices to meet their needs. One of the things that can lead to consumer purchasing decisions is the influence of positive or negative information in electronic media or what is called electronic word of mouth. This research uses a quantitative approach with a survey method. Survey of primary data collection methods by providing statements - written statements (Jogiyanto 2014: 4). The survey method is a method of research conducted on large and small populations, but the data studied are data from samples taken from the population (Sugiyono 2012: 11). This research is included as associative research. Associative research is research that looks for the relationship or influence of independent variables (X) on the dependent variable (Y). This study looks for a relationship or effect of cause and effect, between the independent variable electronic word of mouth (X) to the dependent variable (Y) of purchasing decisions. Based on the results of research and discussion, it can be concluded that electronic word of mouth which includes iii intensity, content, positive opinions, and negative opinions have a positive effect on purchasing decisions.

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