Varez, Shiva Al (2023) Pengaruh Electronic Word of Mouth (eWOM) terhadap Brand Image dan Keputusan Pembelian (Survei pada Mahasiswa Universitas Brawijaya Tahun Ajaran 2018/2019-2021/2022 yang membeli Produk Somethinc). Sarjana thesis, Universitas Brawijaya.
Abstract
Somethinc merupakan salah satu brand kosmetik yang berasal dari Indonesia yang didirikan pada tahun 2019. Electronic Word of Mouth (eWOM) dan Brand Image sangat penting untuk mengkaji faktor-faktor yang mempengaruhi perilaku pembelian konsumen. Brand Image yang baik akan menimbulkan suatu pengalaman tersendiri bagi konsumen yang apabila positif dapat dibagikan pada masyarakat secara luas melalui Electronic Word of Mouth (eWOM), yang dapat berpengaruh terhadap Keputusan Pembelian pembeli. penelitian ini bertujuan untuk memahami bagaimana hubungan antara Electronic Word of Mouth (eWOM) terhadap Brand Image dan Keputusan Pembelian. Jenis Penelitian ini menggunakan penelitian eksplanatif (explanatory research) dengan pendekatan kuantitatif. Populasi dari penelitian ini adalah mahasiswa Universitas Brawijaya tahun ajaran 2018/2019-2021/2022 yang membeli produk Somethinc. Sampel sebanyak 150 responden melalui penyebaran kuesioner secara online. Analisis yang digunakan dalam penelitian ini menggunakan Analisis Statistik Deskriptif dan Analisis Jalur (Path Analysis). Hasil penelitian ini menunjukkan bahwa 1) Electronic Word of Mouth (eWOM) berpengaruh secara langsung dan signifikan terhadap Brand Image; 2) Brand Image berpengaruh secara langsung dan signifikan terhadap Keputusan Pembelian; 3) Electronic Word of Mouth (eWOM) berpengaruh secara langsung dan signifikan terhadap Keputusan Pembelian; 4) Electronic Word of Mouth (eWOM) melalui Brand Image memiliki pengaruh secara tidak langsung terhadap Keputusan Pembelian. Variabel Brand Image memperkuat hubungan antara pengaruh Electronic Word of Mouth (eWOM) terhadap Keputusan Pembelian.
English Abstract
Somethinc is an Indonesian cosmetic brand that was created in 2019. Electronic Word of Mouth (eWOM) and Brand Image are critical variables in determining what influences customer purchasing behavior. A strong Brand Image creates a distinct experience for customers, which, if favorable, can be shared with the larger community via Electronic Word of Mouth (eWOM), which can impact the Consumer's Purchase Decision. The purpose of this research is to determine the impact of Electronic Word of Mouth (eWOM) on Brand Image and Purchase Decisions. Explanatory research with a quantitative approach is used in this type of study. The population of this research is Brawijaya University students for the academic year 2018/2019-2021/2022 who purchase Somethinc products. The sample of this research was completed with a total of 150 people using the online questionnaires. This study employs descriptive statistical analysis and also path analysis. According to the findings of this study, 1) Electronic Word of Mouth (eWOM) has a direct and significant effect on Brand Image; 2) Brand Image has a direct and significant effect on Purchase Decisions; 3) Electronic Word of Mouth (eWOM) has a direct and significant effect on Purchase Decision; and 4) Electronic Word of Mouth (eWOM) has an indirect impact on Purchase Decision through use of Brand Image. The Brand Image variable enhances the association between Electronic Word of Mouth (eWOM) and Purchase Decision.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0523030079 |
| Uncontrolled Keywords: | Electronic Word of Mouth, Brand Image, Keputusan Pembelian |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | agung |
| Date Deposited: | 18 Jan 2024 03:02 |
| Last Modified: | 18 Jan 2024 03:02 |
| URI: | http://repository.ub.ac.id/id/eprint/211860 |
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