PERAN TRUST MEMEDIASI PENGARUH SHOPPING EXPERIENCE TERHADAP POSITIVE WORD OF MOUTH (Studi pada Pengguna Shopee Mobile Shopping di Kota Denpasar)

  • Kadek Sri Agustin Universitas Udayana
  • I Gede Ketut Warmika Universitas Udayana
##plugins.pubIds.doi.readerDisplayName## https://doi.org/10.24843/EJMUNUD.2019.v08.i09.p23

Abstrak

This study purpose is to examine the effect of shopping experience on positive word of mouth through trust. The sample in this study was determined by using purposive sampling method. This study took 100 samples of Shopee Mobile Shopping users who have several criteria there are residing in Denpasar City, the last education of SMA / SMK equivalent, and have used Shopee Mobile Shopping as shopping media the last three months. The research data was collected through questionnaires distribution. The data analysis technique that used in this study is path analysis. Based on the data analysis result, found that shopping experience variables had a positive and significant effect on trust in Shopee Mobile Shopping users, shopping experience variables had a positive and significant effect on positive word of mouth in Shopee Mobile Shopping users, and trust variables had a positive and significant effect on positive word of mouth in Shopee Mobile Shopping users in Denpasar City.


Keywords: shopping experience; trust; positive word of mouth




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Diterbitkan
2019-09-03
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AGUSTIN, Kadek Sri; WARMIKA, I Gede Ketut. PERAN TRUST MEMEDIASI PENGARUH SHOPPING EXPERIENCE TERHADAP POSITIVE WORD OF MOUTH (Studi pada Pengguna Shopee Mobile Shopping di Kota Denpasar). E-Jurnal Manajemen, [S.l.], v. 8, n. 9, p. 5825 - 5846, sep. 2019. ISSN 2302-8912. Tersedia pada: <https://ojs.unud.ac.id/index.php/manajemen/article/view/47303>. Tanggal Akses: 11 may 2025 doi: https://doi.org/10.24843/EJMUNUD.2019.v08.i09.p23.
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Terbitan
Vol 8 No 9 (2019)
Bagian
Articles
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