PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM), CITRA MEREK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN MINUMAN HAUS!

Fitri Nopita Sari, . (2024) PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM), CITRA MEREK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN MINUMAN HAUS! Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study aims to analyze the effect of three independent variables, namely electronic word of mouth (E-WOM), brand image, and price on purchasing decisions for Haus! drinks in South Jakarta. This study uses quantitative methods with descriptive analysis techniques to describe sample characteristics and inferential analysis techniques using SmartPLS 4.0 analysis tools. The population in this study consisted of consumers of Haus! drinks in South Jakarta with a sample of 100 respondents selected through a non-probability sampling method in the form of purposive sampling. Data was collected through distributing questionnaires using Google Forms which were distributed via social media. The results of the analysis show that brand image and price have a positive and significant influence on purchasing decisions for Haus! drinks. Meanwhile, electronic word of mouth (E-WOM) has no effect and is not significant on purchasing decisions for Haus! drinks. This study provides deeper insight into the factors that influence purchasing decisions in the context of electronic word of mouth (E-WOM), brand image, and the price of Haus! drinks.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2110111025] [Pembimbing: Suharyati] [Penguji 1: Guntur Syahputra Saragih] [Penguji 2: Pusporini]
Uncontrolled Keywords: brand image ; electronic word of mouth (e-wom); Haus! drinks; price; purchase decision
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: FITRI NOPITA SARI
Date Deposited: 18 Feb 2025 00:53
Last Modified: 18 Feb 2025 00:53
URI: http://repository.upnvj.ac.id/id/eprint/34360

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