Aghnia, Giska Fuzna and Dr. Edriana Pangestuti, SE., MSi, and Lusy Deasyana Rahma Devita, SAB., MAB (2020) Pengaruh Electronic Word of Mouth Terhadap Keputusan Pembeliam (Survei Pada Pembeli Seblak Calingcing di Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Pemelitian ini bertujuan untuk mengetahui pengaruh electronic word of mouth terhadap keputusan pembelian. Variabel bebas yang digunakan adalah variable electronic word of mouth (X) sedangkan variabel terikat yang digunakan adalah keputusan pembelian (Y). penelitian ini menggunakan explanatory research dengan menggunakan pendekatan kuantitaif. Sampel dalam penelitian ini berjumlah 116 responden. Keputusan pembelian pada Seblak Calingcing di Kota Malang. Teknik pengambilan sampel menggunakan teknik purposive sampling dan Teknik pengumpulan data menggunakan angket. Teknik analisis data yang digunakan adalah uji instrument (uji validitas dan uji reliabilitas) 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 R2 (koefisien determinasi) sebesar 0,432. Artinya bahwa 43,2% variabel keputusan pembelian akan dipengaruhi oleh variabel bebasnya, yaitu electronic word of mouth (X). Variabel keputusan pembelian (Y) dipengaruhi oleh item kualitas pelayanan dari electronic word of mouth (X). Hasil pengujian hipotesis koefisien regresi variabel electronic 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 Hα 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 elect Purchase Decision. In this research the independent variable used Electroni Of Mouth variable (X) while the dependent variable used Purchase Decision The type of research in this study used exploratory research using a quantitative approach. The sample in this study amounted to 116 respondents purchasing decisions at Seblak Calingcing in Malang. Sampling technique using purposive sampling technique and data collection techniques using questionnaires. Datu 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 a = 0,05. This test shows that H0ss is rejected and H, accepted, so it can be concluded that Electronic Word Of Mouth (X) variable has significant effect to Purchase Decision variable (Y).
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0520030261 |
| Uncontrolled Keywords: | Electronic Word Of Mouth (X), Keputusan Pembelian (Y), Electronic Word Of Mouth (X), Purchase Decision (Y). |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Zainul Mustofa |
| Date Deposited: | 09 Sep 2022 02:46 |
| Last Modified: | 09 Sep 2022 02:46 |
| URI: | http://repository.ub.ac.id/id/eprint/194125 |
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Text (DALAM MASA EMBARGO)
0520030274- Giska Fuzna Aghnia.pdf Restricted to Registered users only until 31 December 2023. Download (3MB) |
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