Arianti, Elizabet Dwi and Muharam Nurdin, Naufal and Farradia, Yuary (2024) Keputusan Pembelian Konsumen Dalam Melalui Customer Value Pada E- Commerce Yang Menggunakan Influencer Dan Menjalankan E- Service Quality. Thesis thesis, Univ. Pakuan.
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Abstract
This research aims to analyze the influence of influencers and e-service quality on customer value and consumer purchasing decisions in choosing fashion products via e-commerce platforms. This type of research is quantitative with survey techniques. The analysis unit for e-commerce users in Bogor City is 200 respondents. This research uses the Structural Equation Modeling (SEM) method with the help of LISREL 8.70 software. The research results show that influencers have a positive and significant influence on customer value. E-service quality also has a positive and significant effect on customer value. Together, influencers and e-service quality have a significant effect on customer value. Apart from that, influencers and eservice quality each also have a positive and significant influence on consumer purchasing decisions. Customer value has also been proven to have a positive and significant influence on consumer purchasing decisions. Overall, influencers, e-service quality, and customer value together have a significant influence on consumer purchasing decisions. This research concludes that influencers, e-service quality, and customer value play an important role in influencing consumer purchasing decisions for fashion products on ecommerce platforms
| Item Type: | Thesis (Thesis) |
|---|---|
| Subjects: | Pascasarjana > MANAJEMEN S2 |
| Divisions: | Pascasarjana > Manajemen (S2) |
| Depositing User: | PERPUSTAKAAN PASCASARJANA UNPAK |
| Date Deposited: | 19 Oct 2024 04:20 |
| Last Modified: | 19 Oct 2024 04:20 |
| URI: | http://eprints.unpak.ac.id/id/eprint/8492 |
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