Muflih, Fathi Syarifuddin and Moh. Erfan Arif, (2022) Pengaruh Electronic Word Of Mouth, Harga, Dan Kualitas Jasa Terhadap Keputusan Pembelian (Studi Kasus Pada Studio Jingga). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini dilakukan untuk mengetahui pengaruh electronic word of mouth, harga, dan kualitas jasa terhadap keputusan pembelian konsumen, studi kasus pada perusahaan Studio Jingga. Jenis penelitian yaitu penelitian eksplanatori yang menjelaskan hubungan kausal antar variabel penelitian melalui pengujian hipotesis. Teknik pengambilan sampel menggunakan probability sampling dan metode purposive sampling. Ukuran sampel yang digunakan adalah 114 rensponden dengan ketentuan pernah menghubungi Studio Jingga melalui Instagram maupun WhatsApp, berusia lebih atau sama dengan 17 tahun. Data hasil sampling yang diperoleh melalui kuesioner diolah menggunakan analisis regresi linier berganda dengan bantuan software SPSS versi 25. Berdasarkan dari hasil pengujian terhadap ketiga hipotesis dapat disimpulkan bahwa (1) variabel electronic word of mouth memiliki pengaruh positif dan signifikan terhadap variabel keputusan pembelian (2) variabel harga memiliki pengaruh positif dan signifikan terhadap variabel keputusan pembelian (3) variabel kualitas jasa memiliki pengaruh positif dan signifikan terhadap variabel keputusan pembelian. Dalam penelitian ini dapat disimpulkan ketiga variabel independen mampu mempengaruhi variabel dependen. Implikasi dari penelitian ini adalah memudahkan perusahaan dalam mencermati berbagai faktor yang mampu mempengaruhi keputusan pembelian konsumennya guna membuat strategi pemasaran yang tepat.
English Abstract
This research was conducted to determine the effect of electronic word of mouth, price, and service quality on consumer purchasing decisions, a case study at the company Studio Jingga. The type of research is explanatory research which explains the causal relationship between research variables through hypothesis testing. The sampling technique used is probability sampling and purposive sampling method. The sample size used was 114 respondents, with criteria they had contacted Studio Jingga via Instagram or WhatsApp, aged 17 years or more. Sampling data obtained through questionnaires were processed using multiple linear regression analysis with the help of SPSS version 25 software. The conclusion from this research are, (1) the electronic word of mouth variable has a positive and significant influence on the purchasing decision variable (2 ) the price variable has a positive and significant effect on the purchasing decision variable (3) the service quality variable has a positive and significant influence on the purchasing decision variable. In this study, it can be concluded that the three independent variables are able to influence the dependent variable. The implication of this research is to make it easier for companies to observe various factors that can influence their consumer purchasing decisions in order to make the right marketing strategy
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | :0522020212 |
| Uncontrolled Keywords: | Electroni Word Of Mouth, Harga, Kualitas Jasa, Keputusan Pembelian, Electroni Word Of Mouth, Price, Service Quality, Purchasing Decisions |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 30 Jan 2023 03:18 |
| Last Modified: | 30 Jan 2023 03:18 |
| URI: | http://repository.ub.ac.id/id/eprint/197069 |
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Text (DALAM MASA EMBARGO)
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