Rahma, Genni Sanita (2025) Pengaruh Electronic Word of Mouth (e-WOM) dan User Experience (UX) terhadap Keputusan Pembelian pada Pengguna Lazada di Surabaya. Undergraduate thesis, Universitas Pembangunan Nasional "Veteran" Jawa Timur.
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Abstract
The rapid development of information technology has driven transformation in various sectors, one of which is the trade industry through the e- commerce platform. This study aims to determine and analyze the effect of Electronic Word of Mouth (e-WOM) and User Experience (UX) on Purchasing Decisions for Lazada Users in Surabaya. The research method used is quantitative research method with a sample size of 110 respondents who match the criteria set for the sample. The population in this study were Lazada users. Sampling was carried out using purposive sampling technique with the criteria of Lazada users in Surabaya who are 18-35 years old and have made purchases in the last three months. The collected data was analyzed using the SmartPLS application. The results showed that Electronic Word of Mouth (e-WOM) and User Experience (UX) have a positive and significant effect on Purchasing Decisions for Lazada Users in Surabaya.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | GENNI SANITA RAHMA | ||||||||
| Date Deposited: | 17 Jun 2025 07:06 | ||||||||
| Last Modified: | 17 Jun 2025 07:06 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/38097 |
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Pengaruh Electronic Word of Mouth (e-WOM) dan User Experience (UX) terhadap Keputusan Pembelian pada Pengguna Lazada di Surabaya. (deposited UNSPECIFIED)
- Pengaruh Electronic Word of Mouth (e-WOM) dan User Experience (UX) terhadap Keputusan Pembelian pada Pengguna Lazada di Surabaya. (deposited 17 Jun 2025 07:06) [Currently Displayed]
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