PENGARUH E-MARKETING STRATEGY DAN E-WOM TERHADAP PERILAKU KONSUMEN DALAM BERBELANJA ONLINE DI MASA PANDEMI COVID-19 (STUDI KASUS PADA PENGGUNA PLATFORM SHOPEE)
| Main Author: | Nadhila Al Fildza Aqmar, S.E., NIM.: 1620311039 |
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| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | ind |
| Terbitan: |
, 2020
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| Subjects: | |
| Online Access: |
https://digilib.uin-suka.ac.id/id/eprint/44019/1/1620311039_BAB-I_IV-atau-V_DAFTAR-PUSTAKA.pdf https://digilib.uin-suka.ac.id/id/eprint/44019/2/1620311039_BAB-II_sampai_SEBELUM-BAB-TERAKHIR.pdf https://digilib.uin-suka.ac.id/id/eprint/44019/ |
Daftar Isi:
- The Covid-19 pandemic has an impact on all sectors, including businesses and consumer behavior in shopping. Now we are faced with activities done online including shopping. This study aims to find out and analyze the influence of EMarketing and E-Word of Mouth on consumer behavior in shopping online during the Covid-19 pandemic with shopee platform as a case study. The type of research used in this research is a quantitative surveys method, with independent variables including E-Marketing and E-Word of Mouth. The population in this study were consumers who used online shopping during the Covid-19 pandemic and located in Yogyakarta and Central Java and collected samples of 121 samples. The sampling technique used is purposive sampling, with statistical models using Multiple Linear Regression Analysis. E-Marketing and e-Word of Mouth simultaneously have a significant effect on consumer behavior in shopping online during the Covid-19 pandemic. EMarketing and e-Word Of Mouth variables have a significant positive effect on consumer behavior in shopping online during the Covid-19 pandemic.