Credence as Mediated Variables between Social Connection Usage and Electronic Communicationof Mouth (E-COM) towards AcquireResolveEntanglement in Jakarta Setting

Willy Arafah, Jessy Rut Meliasna Sembiring, Budiman Imran

Abstract


Perkembangan dunia digital semakin pesat membuat produk-produk terkenal begitu cepat, dan sampai informasi ada di tangan pemakai, mereka dihadapkan pada berbagai pilihan untuk memenuhi kebutuhan mereka. Investigasi ini dimaksudkan untuk meneliti bagaimana Kredensi memediasi pengaruh penggunaan. Koneksi Sosial, Komunikasi Elektronik dari Mulut menuju Acquire Resolve Entanglement di Coffee Shop Lokal di Jakarta. Sampel yang digunakan adalah 200 pemakai yang menikmati Tuku Coffee Shop, Below Stairs, Kalyan Coffee dan Kulo Coffee. Analisis data dilakukan dengan menggunakan analisis Structural Equation Modeling (SEM). Hasil investigasi ini menunjukkan bahwa Penggunaan Sambungan Sosial memiliki bobot positif terhadap pertumbuhan.

 


Keywords


Social Media Usage, Purchase Decision Involvement, Trust, Electronic Word of Mouth

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DOI: http://dx.doi.org/10.25105/ber.v20i1.6769

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