PENGARUH EWOM, BRAND IMAGE, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK THE ORIGINOTE

Nasywa Dalilah, . (2024) PENGARUH EWOM, BRAND IMAGE, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK THE ORIGINOTE. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

	Text ABSTRAK.pdf Download (9kB)
	Text AWAL.pdf Download (320kB)
	Text BAB 1.pdf Restricted to Repository UPNVJ Only Download (250kB)
	Text BAB 2.pdf Restricted to Repository UPNVJ Only Download (270kB)
	Text BAB 3.pdf Restricted to Repository UPNVJ Only Download (255kB)
	Text BAB 4.pdf Restricted to Repository UPNVJ Only Download (495kB)
	Text BAB 5.pdf Download (148kB)
	Text DAFTAR PUSTAKA.pdf Download (150kB)
	Text RIWAYAT HIDUP.pdf Restricted to Repository UPNVJ Only Download (83kB)
	Text LAMPIRAN.pdf Restricted to Repository UPNVJ Only Download (1MB)
	Text HASIL PLAGIARISME.pdf Restricted to Repository staff only Download (7MB)
	Text ARTIKEL KI.pdf Restricted to Repository staff only Download (432kB)

Abstract

This research aims to determine, analyze, and prove whether EWOM, brand image, and product quality have an influence on purchasing decisions for The Originote products. The population used in this research are people who live in South Jakarta and have bought and used The Originote products. The sample of this research consisted of 100 respondents who were selected using purposive sampling method with non probability sampling technique. This research is quantitative research with primary data collected through an online questionnaire using Google Form. The data analysis techniques used include descriptive analysis to provide an overview of the characteristics of respondents and research variables, as well as inferential analysis to test the relationship between variables. Data analysis was carried out using the Structural Equation Modeling (SEM) method using SmartPLS 4.0 software. The results of this research indicate that the electronic word of mouth (EWOM) and product quality variables have a positive and significant influence on purchasing decisions. Meanwhile, the brand image variable does not have a significant influence on purchasing decisions.

Item Type:	Thesis (Skripsi)
Additional Information:	[No. Panggil: 2110111204] [Pembimbing: Pusporini] [Penguji 1: Yuliniar] [Penguji 2: Nobelson]
Uncontrolled Keywords:	Brand Image, EWOM; Purchase Decision, Quality Products.
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User:	NASYWA DALILAH
Date Deposited:	20 Feb 2025 02:12
Last Modified:	20 Feb 2025 02:12
URI:	http://repository.upnvj.ac.id/id/eprint/34607

Actions (login required)

View Item