Pengaruh E-WOM, Live Streaming dan Kualitas Produk Terhadap Keputusan Pembelian Melalui Minat Beli Sebagai Variabel Intervening (Studi Kasus: Produk Makaroni SOS Pada Marketplace Shopee)

Wahyudita Yunanda Ismayasari; Wulan Purnamasari; Ratna Ekasari

doi:10.53697/emak.v6i4.2944

Authors

Wahyudita Yunanda Ismayasari Universitas Maarif Hasyim Latif
Wulan Purnamasari Universitas Maarif Hasyim Latif
Ratna Ekasari Universitas Maarif Hasyim Latif

DOI:

https://doi.org/10.53697/emak.v6i4.2944

Keywords:

E-WOM, Live Streaming, Kualitas Produk, Keputusan Pembelian, Minat Beli

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh E-WOM, Live Streaming dan Kualitas Produk terhadap Keputusan Pembelian melalui Minat Beli sebagai Variabel Intervening pada Produk Makaroni SOS pada Marketplace Shopee. Menggunakan metode penelitian Kuantitatif deskriptif dengan Teknik Non-Probability Sampling. Teknik penentuan sampel menggunakan Purposive Sampling dengan jumlah sampel 100 responden. Pengelolaan data menggunakan software SmartPls versi 4. Uji yang dilakukan yaitu Uji Validitas, Uji Reliabilitas, Uji Outer Model, Uji Inner Model dan Uji Hipotesis. Hasil penelitian ini menunjukkan 1) E-WOM, Live Streaming dan Kualitas Produk berpengaruh positif dan signifikan terhadap Minat Beli, 2) E-WOM, Live Streaming dan Kualitas Produk berpengaruh positif dan signifikan terhadap Keputusan Pembelian, 3) Minat Beli berpengaruh positif dan signifikan terhadap Keputusan Pembelian

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