PENGARUH E-WOM DI MEDIA SOSIAL YOUTUBE TERHADAP PURCHASE INTENTION (MINAT BELI) PADA SMARTPHONE SAMSUNG (STUDI KASUS DI BANDUNG) (doi:10.34820/FK2/TA0W4B)

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Part 1: Document Description
Part 2: Study Description
Part 3: Data Files Description
Part 4: Variable Description
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Document Description
Citation
Title:	PENGARUH E-WOM DI MEDIA SOSIAL YOUTUBE TERHADAP PURCHASE INTENTION (MINAT BELI) PADA SMARTPHONE SAMSUNG (STUDI KASUS DI BANDUNG)
Identification Number:	doi:10.34820/FK2/TA0W4B
Distributor:	Telkom University Dataverse
Date of Distribution:	2022-03-30
Version:	1
Bibliographic Citation:	Telkom University, ADHI PRASETIO, 2022, "PENGARUH E-WOM DI MEDIA SOSIAL YOUTUBE TERHADAP PURCHASE INTENTION (MINAT BELI) PADA SMARTPHONE SAMSUNG (STUDI KASUS DI BANDUNG)", https://doi.org/10.34820/FK2/TA0W4B, Telkom University Dataverse, V1, UNF:6:nqPBTImGFgo+Y3YWZpbwXw== [fileUNF]
Study Description
Citation
Title:	PENGARUH E-WOM DI MEDIA SOSIAL YOUTUBE TERHADAP PURCHASE INTENTION (MINAT BELI) PADA SMARTPHONE SAMSUNG (STUDI KASUS DI BANDUNG)
Identification Number:	doi:10.34820/FK2/TA0W4B
Authoring Entity:	Telkom University, ADHI PRASETIO (Fakultas Ekonomi dan Bisnis : KK ICT Based Management (IBM))
Distributor:	Telkom University Dataverse
Access Authority:	Telkom University, ADHI PRASETIO
Depositor:	Telkom University, ADHI PRASETIO
Date of Deposit:	2022-03-28
Study Scope
Keywords:	Business and Management, Social Sciences
Abstract:	This study aims to determine how the influence of Electronic Word of Mouth (eWOM) on Youtube social media on Purchase intention on Samsung smartphones in Bandung with the presence of a mediator from Brand Attitude. The research method used is a quantitative method with the aim of research being descriptive, the type of research is causal, the data collection technique used in this study is non-probability sampling, and the data collection method is cross sectional. In this study the population used in this study were smartphone users in Bandung. The population in this study are smartphone users in Bandung who use social media Youtube. The sampling technique uses the Cochran formula so that a minimum sample size of 385 respondents is determined and the valid respondent research is 400 respondents. The data analysis technique is a multivariate technique through the Structural Equation Modeling (SEM) method. For data analysis using the AMOS 24 application. The findings from this study indicate that there is an effect of eWOM on Brand Attitude, eWOM has no effect on purchase intention, brand attitude has a significant effect on purchase intention and Brand attitude mediates eWOM on purchase intention of Samsung brand smartphones on social media Youtube.
Methodology and Processing
Sources Statement
Data Access
Notes:	CC0 Waiver
Other Study Description Materials
File Description--f4644
File: file kuesioner.tab
	Number of cases: 400 No. of variables per record: 16 Type of File: text/tab-separated-values
Notes:	UNF:6:nqPBTImGFgo+Y3YWZpbwXw==
Variable Description
List of Variables:	Ewom1 - Ewom1 Ewom2 - Ewom2 Ewom3 - Ewom3 Ewom4 - Ewom4 TOTALEWOM - TOTALEWOM F - F BA1 - BA1 BA2 - BA2 BA3 - BA3 BA4 - BA4 TOTALBA - TOTALBA L - L PI1 - PI1 PI2 - PI2 PI3 - PI3 TOTALPI - TOTALPI
Variables
Ewom1
f4644 Location:	Summary Statistics: StDev 0.9264120834547255; Min. 2.0; Max. 5.0; Mean 4.2375; Valid 400.0 Variable Format: numeric Notes: UNF:6:Jlo8ehsGWYHXXXvi/4C/kw==
Ewom2
f4644 Location:	Summary Statistics: Mean 4.225; Max. 5.0; Valid 400.0; Min. 1.0; StDev 0.9227696133913906; Variable Format: numeric Notes: UNF:6:VTAz8rs1jXqS88XSmPabHw==
Ewom3
f4644 Location:	Summary Statistics: Mean 4.27; StDev 0.9871860720513287; Min. 1.0; Valid 400.0; Max. 5.0 Variable Format: numeric Notes: UNF:6:KBgBTrQ6bhqA6XK56yFMig==
Ewom4
f4644 Location:	Summary Statistics: Min. 1.0; StDev 0.957754265499614; Max. 5.0; Mean 4.2; Valid 400.0; Variable Format: numeric Notes: UNF:6:icqcfFDdjEf9EgnGDEzRcQ==
TOTALEWOM
f4644 Location:	Summary Statistics: StDev 3.5269025154352462; Min. 6.0; Valid 400.0; Mean 16.932499999999997; Max. 20.0; Variable Format: numeric Notes: UNF:6:WodVJvQFtRT3RO59pRYCeQ==
F
f4644 Location:	Summary Statistics: Max. NaN; Valid 0.0; StDev NaN; Min. NaN; Mean NaN Variable Format: numeric Notes: UNF:6:ZVo+8EZanzD93yX03eDBmg==
BA1
f4644 Location:	Summary Statistics: StDev 1.06939363982223; Valid 400.0; Max. 5.0; Min. 1.0; Mean 3.852500000000001; Variable Format: numeric Notes: UNF:6:AuJdgDQ/5NJnUXovuztpig==
BA2
f4644 Location:	Summary Statistics: StDev 1.0779633632602406; Min. 1.0; Mean 4.029999999999999; Max. 5.0; Valid 400.0; Variable Format: numeric Notes: UNF:6:co4mmuMrnvcQJdDjGjkOTA==
BA3
f4644 Location:	Summary Statistics: Max. 5.0; StDev 0.9908731371547227; Valid 400.0; Min. 1.0; Mean 4.025 Variable Format: numeric Notes: UNF:6:A2jlr4C3VwXA6J/Z/efvng==
BA4
f4644 Location:	Summary Statistics: StDev 0.9845803655571246; Max. 5.0; Valid 400.0; Mean 4.055; Min. 1.0 Variable Format: numeric Notes: UNF:6:mr/b7g1WSRGYt8woHysQFw==
TOTALBA
f4644 Location:	Summary Statistics: Valid 400.0; Min. 4.0; Max. 20.0; StDev 3.8154275604015493; Mean 15.962499999999997 Variable Format: numeric Notes: UNF:6:O3v0zI97153e5BSgjHguRg==
L
f4644 Location:	Summary Statistics: Valid 0.0; Max. NaN; StDev NaN; Min. NaN; Mean NaN; Variable Format: numeric Notes: UNF:6:ZVo+8EZanzD93yX03eDBmg==
PI1
f4644 Location:	Summary Statistics: Valid 400.0; Mean 3.97; Max. 5.0; Min. 1.0; StDev 1.061563607718861 Variable Format: numeric Notes: UNF:6:8ryWPctyAjvSiJDFpO+Gtg==
PI2
f4644 Location:	Summary Statistics: Valid 400.0; Max. 5.0; Mean 4.0275; StDev 1.0509543341798084; Min. 1.0 Variable Format: numeric Notes: UNF:6:DzR9N37MycCv/GEc5xg9XQ==
PI3
f4644 Location:	Summary Statistics: Valid 400.0; Min. 1.0; Max. 5.0; Mean 4.1325; StDev 1.0235050838376933 Variable Format: numeric Notes: UNF:6:fReQ2lYUj/n2NvwbrqxOvA==
TOTALPI
f4644 Location:	Summary Statistics: Min. 3.0; Valid 400.0; Mean 12.129999999999999; StDev 2.939336531960965; Max. 15.0 Variable Format: numeric Notes: UNF:6:tz7pu6P4vQzeHKDtjMzFbQ==