Maruli Janviter Sianturi, . (2024) ANALISIS KEPUTUSAN PEMBELIAN PADA SEPATU VENTELA DI DEPOK. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This research is entitled ‘Analysis of Purchasing Decisions on Ventela Shoes in Depok’. The purpose of this study is to identify, analyse, and empirically test the significant effect of price, product quality, electronic word of mouth (E-WOM), and social media marketing on purchasing decisions for Ventela shoes. This study uses data taken from the population in the Depok area, with a sample of 100 respondents selected through distributing questionnaires online using the Google Form platform. The sample collection technique applied in this study is a non-probability sampling method with a purposive sampling approach. Data processing was carried out using quantitative descriptive analysis, which was further analysed using SmartPLS 4.0 software. The results of the analysis show that the variables of price, product quality, and electronic word of mouth (E-WOM) have a significant influence on the decision to purchase Ventela shoes, while the social media marketing variable has no influence on the decision to purchase Ventela shoes.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2110111093] [Pembimbing: Nobelson] [Penguji 1: Lina Aryani] [Penguji 2: Dienni Ruhjatini Sholihah] |
| Uncontrolled Keywords: | Purchase Decision, Price, Product Quality, E-WOM, Social Media Marketing |
| 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: | MARULI JANVITER SIANTURI |
| Date Deposited: | 13 Feb 2025 11:14 |
| Last Modified: | 13 Feb 2025 11:14 |
| URI: | http://repository.upnvj.ac.id/id/eprint/34507 |
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