PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP PURCHASE DECISION: Survei terhadap Member Ramayana Departement Store di Indonesia

Nabiila Al Kariima, - and Girang Razati, - and Dita Amanah, - (2024) PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP PURCHASE DECISION: Survei terhadap Member Ramayana Departement Store di Indonesia. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini bertujuan untuk memperoleh gambaran dan besaran pengaruh Electronic Word of Mouth (e-WOM) terhadap Purchase Decision (Survei terhadap Member Ramayana Department Store di Indonesia). Jenis penelitian yang digunakan adalah deskriptif dan verifikatif dengan pendekatan kuantitatif. Variabel pada penelitian ini yaitu Electronic Word of Mouth, dan Purchase Decision. Populasi dalam penelitian ini berjumlah 412.085 anggota dengan sampel 414 responden yang merupakan member Ramayana di Indonesia dengan menggunakan teknik pengambilan sampel yaitu simple random sampling. Data diolah secara statistik dengan menggunakan analisis regresi linier sederhana dengan bantuan software SPSS 26.0 for Windows. Hasil temuan pada penelitian ini menemukan bahwa Electronic Word of Mouth (e-WOM) dan Purchase Decision berada pada kategori cukup baik. Electronic word of mouth (e-WOM) memiliki pengaruh positif dan signifikan terhadap Purchase Decision. Temuan ini menunjukkan bahwa penerapan Electronic Word of Mouth (e-WOM) dapat meningkatkan purchase decision pada member Ramayana Department Store di Indonesia. This study aims to obtain an overview and the extent of the influence of Electronic Word of Mouth (e-WOM) on Purchase Decision (Survey of Ramayana Department Store Members in Indonesia). The type of research used is descriptive and verifiable with a quantitative approach. The variables in this study are Electronic Word of Mouth, and Purchase Decision. The population in this study is 412,085 members with a sample of 414 respondents who are members of Ramayana in Indonesia using a sampling technique, namely simple random sampling. The data were statistically processed using simple linear regression analysis with the help of SPSS 26.0 for Windows software. The findings of this study found that Electronic Word of Mouth (e-WOM) and Purchase Decision were in the fairly good category. Electronic word of mouth (e-WOM) has a positive and significant influence on Purchase Decision. These findings show that the application of Electronic Word of Mouth (e-WOM) can improve purchase decisions in Ramayana Department Store members in Indonesia.

Baca Full Text klik disini
[img] Text
S_MBS_1908430_Title.pdf
Download (923kB)
[img] Text
S_MBS_1908430_Chapter1.pdf
Download (348kB)
[img] Text
S_MBS_1908430_Chapter2.pdf
Restricted to Staf Perpustakaan
Download (504kB) | Request a copy
[img] Text
S_MBS_1908430_Chapter3.pdf
Download (416kB)
[img] Text
S_MBS_1908430_Chapter4.pdf
Restricted to Staf Perpustakaan
Download (748kB) | Request a copy
[img] Text
S_MBS_1908430_Chapter5.pdf
Download (162kB)
[img] Text
S_MBS_1908430_Appendix.pdf
Restricted to Staf Perpustakaan
Download (8MB) | Request a copy
Official URL: https://repository.upi.edu/
Item Type: Thesis (S1)
Additional Information: ID SINTA Dosen Pembimbing: Girang Razati 5984831 Dita Amanah 5976422
Uncontrolled Keywords: electronic word of mouth, e-wom, purchase decision
Subjects: H Social Sciences > H Social Sciences (General)
L Education > L Education (General)
L Education > LC Special aspects of education
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis
Depositing User: Nabiila Al Kariima
Date Deposited: 10 Mar 2025 07:06
Last Modified: 10 Mar 2025 07:06
URI: http://repository.upi.edu/id/eprint/131520

Actions (login required)

View Item View Item