ANALISIS PENGARUH E-WOM, BRAND IMAGE, DAN PRICE TERHADAP PURCHASE DECISION DISNEY+ HOTSTAR

Alma Rizqyana Widiya, . (2023) ANALISIS PENGARUH E-WOM, BRAND IMAGE, DAN PRICE TERHADAP PURCHASE DECISION DISNEY+ HOTSTAR. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Technological advances and changes caused by the Covid-19 pandemic have encouraged the development of several business sectors, especially in the communications industry. One type of entertainment that is quite popular is the VoD service which provides easy access so that users can enjoy this service whenever and wherever they are. The presence of various VoD services means that Disney+ Hotstar, which is one of the popular VoD service providers in the country, must be able to understand what aspects influence customers in making decisions to purchase VoD services. This research aims to determine, analyze and prove the influence of E-WOM, Purchase Decision and Price on the Purchase Decision of Disney+ Hotstar service users. This research is a quantitative research using 100 respondents in South Jakarta. The sample method used in this research is nonprobability sampling with purposive sampling technique. The data in this research was processed using SmartPLS 4.0 with the SEM-PLS analysis technique. The analysis results obtained are (1) E-WOM has a significant influence on purchase decisions. (2) Brand image has a significant influence on purchase decisions. (3) Price has no influence on purchase decisions.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2010111091] [Pembimbing: Bernadin Dwi] [Penguji 1: Dienni Ruhjatini Sholihah] [Penguji 2: Rosali Sembiring Colia]
Uncontrolled Keywords: E-WOM, Brand Image, Price, Purchase Decision
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
H Social Sciences > HD Industries. Land use. Labor
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Alma Rizqyana Widiya
Date Deposited: 19 Mar 2024 07:38
Last Modified: 19 Mar 2024 07:38
URI: http://repository.upnvj.ac.id/id/eprint/28180

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