The causalities of e-commerce user interface design and electronic word of mouth on consumer purchasing decisions at Soho Global health official store

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Wijaya, David Angga (2023) The causalities of e-commerce user interface design and electronic word of mouth on consumer purchasing decisions at Soho Global health official store. Undergraduate thesis, Sekolah Tinggi Manajemen Ipmi.

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Abstract

Based on the continuing expansion of the e-commerce business, it is critical to get a thorough grasp of the elements that impact customers' decision-making while purchasing online. This study focuses on the substantial influence of two critical aspects on customer purchase decisions, specifically e-commerce user interface design and electronic word of mouth (eWOM), with a special emphasis on the SOHO Global Health Official Store. The sampling technique used is A non-probability convenience sampling. The data is processed through the SPSS version 25.0 program with analytical techniques parametric statistics, namely multiple linear regression analysis. The results of the partial t-test prove that partially the user interface design e-commerce has a significant effect on consumer purchasing decision with a value of significance of 0.000 < 0.05, and electronic word of mouth has a significant effect on consumer purchasing decision which is indicated by the acquisition of a significance value of 0.000<0.05. The F test results prove that the user interface design e-commerce and electronic word of mouth simultaneously have a significant effect on the performance of employees of Soho Global health official store with a value significance of 0.000 < 0.05. The large contribution of the influence of user interface design and electronic word of mouth with adjusted coefficient of determination adjusted-R of 0.527 or 52.7% while the remaining 47.3% is affected by other factors which were not investigated in this study.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Bachelor of Business Administration
Depositing User: Dede Faujiah
Date Deposited: 06 Dec 2023 03:15
Last Modified: 06 Dec 2023 03:15
URI: http://repository.ipmi.ac.id/id/eprint/2284

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