Wullur,, Venessa Maria and Dr. Dra. Maria Goeretti Wi Endang NP., MSi. (2023) Pengaruh Electronic Word of Mouth, Brand Image dan ‘Price Perception terhadap Purchase Decisions (Survey pada Konsumen Kedai Mixue di Kota Bekasi Utara). Sarjana thesis, Universitas Brawijaya.
Abstract
Perkembangan teknologi yang sangat cepat dapat memudahkan masyarakat dalam menjalani kehidupan sehari-hari, baik dari segi ekonomi maupun sosial budaya. Pertumbuhan teknologi tersebut tidak luput dari pertumbuhan penggunaan internet yang makin meluas. Masyarakat mulai menggunakan media sosial sebagai media promosi yang efektif karena memungkinkan informasi yang dapat tersebar dengan cepat dan mudah ke berbagai belahan dunia. Electronic word of mouth, brand image, dan price perception dapat menjadi strategi pemasaran yang dapat dilakukan oleh sebuah perusahaan untuk meningkatkan purchase decisions. Tujuan dari penelitian ini adalah (1) Untuk mengetahui electronic word of mouth terhadap purchase decisions (2) Untuk mengetahui brand image terhadap purchase decisions (3) Untuk mengetahui price perception terhadap purchase decisions (4) Untuk mengetahui pengaruh electronic word of mouth, brand image dan price perception secara simultan terhadap purchase decisions. Penelitian ini menggunakan metode penelitian eksplanatori dengan pendekatan kuantitatif. Objek dari penelitian ini menggunakan Kedai es krim Mixue di Bekasi Utara. Peneliti menggunakan pengumpulan data melalui google form dengan jumlah 100 responden. Analisis data yang digunakan adalah analisis deskriptif dan analisis linear berganda. Dengan hasil penelitian yang menunjukkan bahwa variabel electronic word of mouth berpengaruh secara signifikan secara parsial terhadap purchase decisions, variabel brand image berpengaruh secara signifikan secara parsial terhadap purchase decisions, variabel price perception berpengaruh secara signifikan secara parsial terhadap purchase decisions dan variabel electronic word of mouth, brand image dan price perception secara simultan berpengaruh signifikan terhadap purchase decisions
English Abstract
The very rapid development of technology can make it easier for people to live their daily lives, both from an economic and socio-cultural perspective. The growth of this technology cannot be separated from the increasingly widespread growth in internet use. People are starting to use social media as an effective promotional medium because it allows information to be spread quickly and easily to various parts of the world. Electronic word of mouth, brand image, and price perception can be marketing strategies that can be carried out by a company to improve purchase decisions. The objectives of this research are (1) To find out electronic word of mouth on purchase decisions (2) To find out brand image on purchase decisions (3) To find out price perception on purchase decisions (4) To find out the influence of electronic word of mouth, brand image and price perception simultaneously towards purchase decisions. This research uses explanatory research methods with a quantitative approach. The object of this research is the Mixue ice cream shop in North Bekasi. Researchers used data collection via Google Form with a total of 100 respondents. The data analysis used is descriptive analysis and multiple linear analysis. With research results showing that the electronic word of mouth variable has a partially significant effect on purchase decisions, the brand image variable has a partially significant effect on purchase decisions, the price perception variable has a partially significant effect on purchase decisions and the electronic word of mouth variable, Brand image and price perception simultaneously have a significant influence on purchase decisions
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 052303 |
| Uncontrolled Keywords: | electronic word of mouth, brand image, price perception, purchase decisions-electronic word of mouth, brand image, price perception, purchase decisions |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Unnamed user with username suprihatin |
| Date Deposited: | 17 Jan 2024 05:32 |
| Last Modified: | 17 Jan 2024 05:32 |
| URI: | http://repository.ub.ac.id/id/eprint/211437 |
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