PENGARUH E-WOM TERHADAP KEPUTUSAN PEMBELIAN DIMEDIASI OLEH BRAND IMAGE PRODUK LAPTOP PADA KONSUMEN DI E-COMMERCE

Hilman Zul Yusri, . (2024) PENGARUH E-WOM TERHADAP KEPUTUSAN PEMBELIAN DIMEDIASI OLEH BRAND IMAGE PRODUK LAPTOP PADA KONSUMEN DI E-COMMERCE. Tesis thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This research analyzes the impact of e-WOM on purchasing decisions mediated by the brand image of laptop products among consumers in e-commerce using the SmartPLS 3.2.9 method. The results show that e-WOM significantly influences purchasing decisions whether mediated by brand image or not. E-WOM contributes directly, while also influencing through brand image. The research is based on 200 respondents who filled out questionnaires, providing an in-depth understanding of the factors that influence consumer decisions in choosing laptop products in the three major e-commerce sites in Indonesia. These findings highlight the importance of building and managing e-WOM and brand image to increase product attractiveness in the market.

Item Type: Thesis (Tesis)
Additional Information: [No.Panggil: 2210121041] [Pembimbing: Alfatih S Manggabarani] [Penguji 1: Prasetyo Hadi] [Penguji 2: Iwan Kresna Setiadi]
Uncontrolled Keywords: e-WOM, Brand Image, Purchase Decision, Laptop, e-Commerce
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S2)
Depositing User: HILMAN ZUL YUSRI
Date Deposited: 14 Feb 2025 01:45
Last Modified: 14 Feb 2025 01:45
URI: http://repository.upnvj.ac.id/id/eprint/34746

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