Belinda Putri Anggini, . (2024) PENGARUH CITRA MEREK, ELECTRONIC WORD OF MOUTH, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KOPI TUKU. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This research aims to investigate the impact of brand image, electronic word of mouth (E-WOM), and product quality on consumer purchasing decisions at Kopi Tuku. The study utilizes primary data and employs a quantitative approach, targeting the consumer population of Kopi Tuku. A purposive sampling method was implemented, yielding a total of 100 respondents. Data analysis was conducted using SmartPLS 4.0 to evaluate the relationships among variables. The results reveal that brand image does not significantly influence purchasing decisions, whereas electronic word of mouth and product quality have a significant positive effect on purchasing decisions.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | No panggil: 2110111050 Dosen Pembimbing: Suharyati Penguji1: Miguna Astuti Penguji2: Lina Aryani |
| Uncontrolled Keywords: | Brand Image, Electronic word of mouth, product quality, purchasing decision |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | BELINDA PUTRI ANGGINI |
| Date Deposited: | 19 Feb 2025 02:46 |
| Last Modified: | 19 Feb 2025 02:46 |
| URI: | http://repository.upnvj.ac.id/id/eprint/34625 |
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