PENGARUH ELECTRONIC-WORD OF MOUTH (E-WOM) DAN BRAND IMAGE TERHADAP ONLINE PURCHASE DECISION: Survei terhadap Followers Instagram Realme Indonesia

Muhammad Afnan Al Haidar, - (2024) PENGARUH ELECTRONIC-WORD OF MOUTH (E-WOM) DAN BRAND IMAGE TERHADAP ONLINE PURCHASE DECISION: Survei terhadap Followers Instagram Realme Indonesia. S1 thesis, Universitas Pendidikan Indonesia.

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Official URL: https://repository.upi.edu/

Abstract

Penelitian ini bertujuan untuk mendapatkan gambaran, latar belakang, dan pengaruh dari Electronic-Word of Mouth (E-WOM) dan citra merek terhadap keputusan pembelian secara online pada followers instagram Realme Indonesia. Penelitian ini menggunakan metode penelitian deskriptif dan verifikatif dengan menggunakan pendekatan kuantitatif. Populasi dalam penelitian ini adalah 1.208.172 dengan jumlah sampel pada penelitian ini berjumlah 110 responden. Data diolah secara statistik dengan menggunakan analisis regresi dan diolah menggunakan bantuan software SPSS 25.0 for Windows. Hasil penelitian menunjukkan bahwa Electronic-Word of Mouth (E-WOM) dan citra merekberpengaruh positif dan signifikan terhadap keputusan pembelian secara online baik secara simultan dan parsial. Hasil pada penelitian ini menunjukkan bahwa penerapan Electronic-Word of Mouth (E-WOM) dan citra merek yang dilakukan oleh Realme Indonesia mampu menciptakan keputusan pembelian secara online pada followers Instagram Realme Indonesia. This study aims to obtain an overview, background, and influence of Electronic-Word of Mouth (E-WOM) and brand image on online purchasing decisions on Realme Indonesia Instagram followers. This study uses descriptive and verification research methods using a quantitative approach. The population in this study was 1,208,172 with a sample size of 110 respondents. The data were processed statistically using regression analysis and processed using SPSS 25.0 for Windows software. The results of the study indicate that Electronic-Word of Mouth (E-WOM) and brand image have a positive and significant effect on online purchasing decisions both simultaneously and partially. The results of this study indicate that the application of Electronic-Word of Mouth (E-WOM) and brand image carried out by Realme Indonesia is able to create online purchasing decisions on Realme Indonesia Instagram followers.

Item Type: Thesis (S1)
Additional Information: https://scholar.google.com/citations?view_op=new_profile&hl=en ID SINTA Dosen Pembimbing RD Dian Herdiana Utama: 5993184 Dita Amanah: 5976422
Uncontrolled Keywords: Electronic-Word of Mouth, Brand Image, Online Purchase Decision. Electronic-Word of Mouth, Brand Image, Online Purchase Decision.
Subjects: H Social Sciences > HB Economic Theory
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis
Depositing User: Muhammad Afnan Al Haidar
Date Deposited: 23 Sep 2024 02:06
Last Modified: 23 Sep 2024 02:06
URI: http://repository.upi.edu/id/eprint/125401

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