The Impact of User Generated Content (Online Review) Towards The intention To Purchase On E-Commerce in Jakarta . Case Study of Tokopedia.

Ivana, Prisca and Are, Robert La (0002) The Impact of User Generated Content (Online Review) Towards The intention To Purchase On E-Commerce in Jakarta . Case Study of Tokopedia. Bachelor thesis, Swiss German University.

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Abstract

The existence of internet has taken over most of the traditional way to do things. Internet as well provides convenience towards all industries. For example, the emergence of e-commerce Tokopedia since 10 years ago makes purchase and selling goods easier and evenly. Goods are able to be sent all over the world in just one click. However, due to online market, goods are not able to be touched and observed. User Generated Contents or can be called as online reviews play an important role in customers purchase decisions. Previous experienced shared on online helps potential customers to predict and have a view over the product. The model used in this study to measure the variable of UGC is Perceived Credibility and Perceived Usefulness as determinants of the Intention to Purchase on E-Commerce Tokopedia. The results found that Perceived Credibility had a significant influence towards the intention to purchase as well as the Perceived Usefullness. From this finding, it provides the recommendation for both management company and future research.

Item Type: Thesis (Bachelor)
Uncontrolled Keywords: User Generated Content; Online Reviews; Technology Acceptance Model; Intention to Purchase; e-commerce
Subjects: H Social Sciences > HF Commerce > HF5415 Consumer Behavior
H Social Sciences > HF Commerce > HF5548 Electronic commerce
T Technology > TX Home economics > TX901 Hospitality industry
Divisions: Faculty of Business Administration and Communication > Department of Hotel and Tourism Management
Depositing User: Faisal Ifzaldi
Date Deposited: 02 Nov 2020 14:09
Last Modified: 02 Nov 2020 14:09
URI: http://repository.sgu.ac.id/id/eprint/1913

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