PENGARUH E-WOM TERHADAP PURCHASE INTENTION MAHASISWA PADA PRODUK BEAUTY BRAND
نویسندگان
چکیده
Penelitian ini bertujuan untuk melihat apakah terdapat pengaruh dari e-WOM terhadap purchase intention mahasiswi pada produk beauty brand. menggunakan pendekatan kuantitatif eksperimental dengan rancangan between participant pre-test dan post-test. Digunakan alat ukur Iswara Jatra (2017) mengukur dasar teori Schiffman Kanuk (2007). Pengambilan sampel teknik convenience sampling jumlah 116 partisipan. Melalui uji Wilcoxon, didapatkan bahwa tidak perbedaan yang signifikan (z = -2,160, p .31) antara skor diberikan partisipan kelompok kontrol (M 12.69, SD 3.51) post-test 13.22, 3.61). Namun, -4,927, < .05*) eksperimen 12.62, 3.79) 14.55, 3.59). Hal mengimplikasikan
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ژورنال
عنوان ژورنال: Jurnal Psikologi Sains dan Profesi (Journal of Psychological Science and Profession)
سال: 2023
ISSN: ['2598-3075', '2614-2279']
DOI: https://doi.org/10.24198/jpsp.v7i1.44328