Pengaruh Electronic Word Of Mouth dan Perceived Quality Terhadap Keputusan Pembelian Online Shop Shopee (studi Kasus Mahasiswa Fakultas Ilmu Sosial dan Ilmu Politik Universitas Islam Riau)

Astuti, Yulita Tri (2020) Pengaruh Electronic Word Of Mouth dan Perceived Quality Terhadap Keputusan Pembelian Online Shop Shopee (studi Kasus Mahasiswa Fakultas Ilmu Sosial dan Ilmu Politik Universitas Islam Riau). Other thesis, Universitas Islam Riau.

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Abstract

This study aims to determine and analyze the effect of electronic word of mouth and perceived quality on online shop shopee purchasing decisions (Case study of students of the Faculty of Social and Political Sciences) Riau Islamic University. This study used a judmental sampling technique, using a sample of 86 student respondents and students of the Faculty of Social and Political Sciences, Riau Islamic University. Research data obtained from the results of questionnaires, literature studies and interviews in person. Data analysis techniques using the Classical Assumptions test, Multiple Linear Regression and Hypothesis tests. The results showed that the electronic word of mouth variable and perceived quality had a positive and significant effect on purchasing decisions. While simultaneously the electronic word of mouth variable and perceived quality significantly influence the decision of Shopee's online shop purchase (Case study of students of the Faculty of Social and Political Sciences), Islamic University of Riau.

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