HUBUNGAN HARGA DAN WORD OF MOUTH (WOM) DENGAN MINAT BELI DI TOKOPEDIA PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA

WULANDARI, SUCI (2019) HUBUNGAN HARGA DAN WORD OF MOUTH (WOM) DENGAN MINAT BELI DI TOKOPEDIA PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA. S1 thesis, Fakultas Ekonomi.

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Abstract

SUCI WULANDARI, The Correlation between Price and Word of Mouth (WOM) with Purchase Intention at the Tokopedia online site in the faculty of economics student in State University of Jakarta This research was conducted at the Students of the Faculty of Economics, Jakarta State University who was purchasing on Tokopedia, for six months from January 2019 to July 2019. The purpose of this study was to determine the correlation between price and word of mouth with purchase intention for students Faculty of Economics, Jakarta State University. The research method used is a survey method with a quantitative approach. The sampling technique used was a purposive sampling technique of 120 people. Test requirements analysis, namely the normality test using the Kolmogorov Smirnov test with the test results can be known as the value of Asymp. Sig the residual value of the whole variable is 0.200. it can be concluded that the value is greater than 0.05 so that the overall data is considered normal. The resulting regression equation is Ŷ = 36,754 + 0,278 X1 + 0,339 X2. Test the analytical requirement that is test of normality with Kolmogorov-Smirnov test with significance level 0,05 can be concluded that the data is normally distributed and can be used in further analysis.t test and Y yielded over X1 tcount = 5,803 and ttable = 1,65798, Y over X2 tcount = 5,590 and ttable = 1,65798. The linearity regression test of Y over X1 yields Fcount < Ftable is 0,730 < 3,072 and the regression test of Y over X2 yields Fcount < Ftable is 0,531 < 3,072 test of regression Y over X1 and X2 yield Fcount < Ftable is 19,433 > 3,072, so it can be concluded that the regression equation is significant. Thus is can be concluded that the correlation coefficient is positive and significant there is a relationship between price with the purchase intention. Positive and significant there is is a relationship between word of mouth with the purchase intention. Positive and significant there is is a relationship between price and word of mouth with the purchase intention. The coefficient of determination of Y over X1 and X2 obtained by 0,317 indicates that 31,7% of purchase intention variables are determined by price amd word of mouth. Keyword : Price, Word of Mouth, Purchase Intention

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