THE EFFECT OF ELECTRONIC WORK OF MOUTH (E-WOM), PRICE, SERVICE QUALITY AND DISCOUNTS ON CONSUMER SHOPPING INTEREST IN E-COMMERCE TOKOPEDIA LABUHANBATU REGENCY

GEO SAKHA ARYA PAUNDRA, NPM 2001100054 (2024) THE EFFECT OF ELECTRONIC WORK OF MOUTH (E-WOM), PRICE, SERVICE QUALITY AND DISCOUNTS ON CONSUMER SHOPPING INTEREST IN E-COMMERCE TOKOPEDIA LABUHANBATU REGENCY. Tugas_Akhir (Artikel) MSEJ : Management Studies and Entrepreneurship Journal, 5 (2). pp. 9485-9495. ISSN 2715-792X (e-ISSN)/ 2715-7911 (p-ISSN)

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Abstract

This study aims to influence Electronic-Work Of Mouth (E- Wom), Price, Service Quality and Discounts on Consumer Shopping Interest in E-Commerce Tokopedia Labuhanbatu Regency. The research method used in this research is quantitative. In this study, the population is consumers at E-Commerce Tokopedia Labuhanbatu Regency as much as unknown. The research sample uses incidental sampling technique is a sampling technique based on chance, that is, anyone who happens to meet the researcher can be used as a sample, if it is deemed that the person who happened to be met is suitable as a data source. This study uses non-probability sampling techniques because the population is unknown, and with purposive sampling as the sampling technique. Because the population of members is not known with certainty, the sample size is calculated using the Cochran formula with a research sample of 96 people. The data collection techniques used are observation, documentation studies and questionnaires. The method of analysis of this research is multiple linear regression with the SPSS program. The results of the study prove that Electronic-Work Of Mouth has a positive and significant effect on Shopping Interest in Consumers on E-Commerce Tokopedia Labuhanbatu Regency. Price has a positive and significant effect on Shopping Interest in Consumers on E-Commerce Tokopedia Labuhanbatu Regency. Service Quality has a positive and significant effect on Shopping Interest in Consumers on E-Commerce Tokopedia Labuhanbatu Regency. Discounts have a positive and significant effect on Shopping Interest in Consumers on E-Commerce Tokopedia Labuhanbatu Regency. Electronic-Work Of Mouth (E-Wom), Price, Service Quality and Discount simultaneously have a positive and significant effect on Shopping Interest in Consumers on E-Commerce Tokopedia Labuhanbatu Regency. Keywords : Electronic-Work Of Mouth (E-Wom), Price, Service Quality, Discount, Shopping Interest ===================================================================================================== Penelitian Ini Bertujuan Untuk Pengaruh Elektronik-Work Of Mouth (E- Wom), Harga, Kualitas Pelayanan Dan Diskon Terhadap Minat Belanja Konsumen Pada E-Commerce Tokopedia Kabupaten Labuhanbatu. Metode penelitian yang digunakan dalam penelitian ini bersifat kuantitatif. Dalam penelitian ini yang menjadi populasi adalah konsumen Konsumen Pada E-Commerce Tokopedia Kabupaten Labuhanbatu sebanyak tidak diketahui. Sampel penelitian menggunakan teknik sampling insitendal adalah teknik penentuan sampel berdasarkan kebetulan, yaitu siapa saja yang secara kebetulan bertemu dengan peneliti dapat digunakan sebagai sampel, bila dipandang orang yang kebetulan ditemui itu cocok sebagai sumber data. Penelitian ini menggunakan teknik non-probability sampling karena populasi tidak diketahui jumlah anggotanya, dan dengan purposive sampling sebagai teknik penentuan sampelnya. Karena populasi anggota tidak diketahui secara pasti jumlahnya, ukuran sampel diperhitungkan dengan rumus Cochran dengan sampel penelitian dengan jumlah sebanyak 96 orang. Teknik pengumpulan data yang digunakan adalah observasi, studi dokumentasi dan kuesioner. Metode analisis penelitian ini adalah regresi linear berganda dengan program SPSS. Hasil penelitian membuktikan bahwa Elektronik Work Of Mouth berpengaruh positif dan signifikan terhadap Minat Belanja Pada Konsumen Pada E Commerce Tokopedia Kabupaten Labuhanbatu. Harga berpengaruh positif dan signifikan terhadap Minat Belanja Pada Konsumen Pada E-Commerce Tokopedia Kabupaten Labuhanbatu. Kualitas Pelayanan berpengaruh positif dan signifikan terhadap Minat Belanja Pada Konsumen Pada E-Commerce Tokopedia Kabupaten Labuhanbatu. Diskon berpengaruh positif dan signifikan terhadap Minat Belanja Pada Konsumen Pada E-Commerce Tokopedia Kabupaten Labuhanbatu. Elektronik-Work Of Mouth (E- Wom), Harga, Kualitas Pelayanan Dan Diskon secara simultan berpengaruh positif dan signifikan terhadap Minat Belanja Pada Konsumen Pada E-Commerce Tokopedia Kabupaten Labuhanbatu. Kata Kunci : Elektronik-Work Of Mouth (E- Wom), Harga, Kualitas Pelayanan, Diskon, Minat Belanja

Item Type:	Article
Uncontrolled Keywords:	Electronic-Work Of Mouth (E-Wom), Price, Service Quality, Discount, Shopping Interest =================== Elektronik-Work Of Mouth (E- Wom), Harga, Kualitas Pelayanan, Diskon, Minat Belanja
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Unnamed user with email repository@ulb.ac.id
Date Deposited:	14 Apr 2025 08:15
Last Modified:	14 Apr 2025 08:15
URI:	http://repository.ulb.ac.id/id/eprint/1260

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