Pengaruh Electronic Word Of Mouth Terhadap Keputusan Pembelian (Survei Pada Konsumen Restoran Sushi Tei Kelapa Gading)

Akbar, Muhamad Juliatrin Chairul (2018) Pengaruh Electronic Word Of Mouth Terhadap Keputusan Pembelian (Survei Pada Konsumen Restoran Sushi Tei Kelapa Gading). Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Electronic Word Of Mouth pada Keputusan Pembelian. Variabel bebas yang digunakan adalah variabel Electronic Word Of Mouth (X) sedangkan variabel terikat yang digunakan adalah Keputusan Pembelian (Y). Penelitian ini menggunakan penelitian eksplantori dengan menggunakan pendekatan kuantitatif. Sampel dalam penelitian ini berjumlah 100 orang responden keputusan pembelian pada Konsumen Restoran Sushi Tei Kelapa Gading. Teknik pengambilan sampel menggunakan Teknik purposive sampling dan Teknik pengumpulan data menggunakan angket. Teknik analisis data yang digunakan adalah uji instrumen (uji validitas dan uji reabilitas) dan analisis regresi Linier Sederhana. Hasil penelitian berdasarkan analisis koefisien determinasi digunakan untuk menghitung besarnya pengaruh variabel bebas terhadap variabel terikat. Dari analisis diperoleh hasil R 2 (koefisien determinasi) sebesar 0,432. Artinya bahwa 43,2% variabel Keputusan Pembelian akan dipengaruhi oleh variabel bebasnya, yaitu Electronic Word Of Mouth (X). Variable keputusan pembelian (Y) di pengaruhi oleh variable kualitas pelayanan dari Electronic Word Of Mouth (X). Hasil pengujian hipotesis koefisien regresi variabel Word Of Mouth (X) terhadap Keputusan Pembelian (Y), didapatkan nilai thitung sebesar 8,640 dan didapatkan nilai signifikansi sebesar 0,000. Nilai signifikansi lebih kecil daripada α = 0,05. Pengujian ini menunjukkan bahwa H0 ditolak dan Ha diterima, sehingga dapat disimpulkan bahwa variabel Electronic Word Of Mouth (X) berpengaruh signifikan terhadap variabel Keputusan Pembelian (Y)

English Abstract

This study aims to determine which variables have an effect on the Purchase Decision. In this research the independent variable used Electronic Word Of Mouth variable (X) while the dependent variable used Purchase Decision (Y). The type of research in this study used exploratory research using a quantitative approach. The sample in this study amounted to 100 respondents purchasing decisions at Resto Sushi Tei Kelapa Gading. Sampling technique using purposive sampling technique and data collection techniques using questionnaires. Data analysis technique in this research are instrument test (test of validity and reliability test) and regression analysis. The results showed that based on the coefficient of determination analysis used to calculate the magnitude of influence or contribution of independent variables to the dependent variable. The analysis results R (coefficient of determination) is 0.432. This means that 43.2% of the Purchase Decision variable will be influenced by the independent variable, Word Of Mouth (X). The variable purchase decision (Y) is influenced by the service quality variable of Word Of Mouth (X). The result of regression coefficient hypothesis variable of Word Of Mouth (X) to Purchase Decision, got value of thitung equal to 8,640 and got significance value equal to 0.000. The value of significance is smaller than α = 0,05. This test shows that H0 is rejected and Ha accepted, so it can be concluded that Electric Word Of Mouth (X) variable has significant effect to Purchase Decision variable (Y).

Item Type: Thesis (Sarjana)
Identification Number: SKR/FIA/2018/520/051807714
Uncontrolled Keywords: Electronic Word Of Mouth (X), Keputusan Pembelian (Y), Word Of Mouth (X), Purchase Decision (Y
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga
Depositing User: Nur Cholis
Date Deposited: 10 May 2019 06:29
Last Modified: 28 Oct 2021 03:13
URI: http://repository.ub.ac.id/id/eprint/165984
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