Widodo, Teguh (2024) PENGARUH E-COMMERCE TERHADAP DISSONANCE REDUCING BUYING BEHAVIOR DAN VARIETY SEEKING BEHAVIOR DI KOTA SURABAYA. Thesis thesis, STIE Bank BPD Jateng.
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Abstract
This study was conducted to determine the relationship and influence of consumer behavior on e-commerce and the influence of e-commerce on dissonance reducing buying behavior and variety seeking behavior in Surabaya City with a sample used and completed by researchers of 100 respondents from the Surabaya community aged 17-30 years, have general social status, are employed, and have made online buying and selling transactions. With a research analysis tool using a Likert measurement scale. The Likert scale is used to measure the attitudes, opinions, and perceptions of a person or group of people about social phenomena. The results of the research that has been conducted indicate that E-commerce has an effect on dissonance reducing buying behavior in Surabaya City. Which means that the e-commerce platform has a significant influence on how consumers in Surabaya City overcome and reduce doubts after making a purchase. E-commerce also has an effect on variety seeking behavior where the e-commerce platform has a significant influence on the tendency of consumers to seek variation in the products or brands they buy. And E-commerce has an effect on dissonance reducing buying behavior through variety seeking behavior. where e-commerce encourages consumers to seek variation in products and brands, which helps reduce discomfort or uncertainty after purchase..
| Item Type: | Thesis (Thesis) |
|---|---|
| Additional Information: | e-commerce |
| Uncontrolled Keywords: | Nouren30@ |
| Subjects: | H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management H Social Sciences > HF Commerce |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Wisudawan S2 |
| Date Deposited: | 13 Sep 2024 15:03 |
| Last Modified: | 13 Sep 2024 15:03 |
| URI: | http://eprints.stiebankbpdjateng.ac.id/id/eprint/2331 |
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