Pratama, Indrasta Daniswara and Prof. Andriani Kusumawati,, S.Sos., M.Si, DBA (2023) Pengaruh Brand Awareness, Electronic Word of Mouth (EWOM) dan Tiktok Live Streaming Shopping terhadap Keputusan Pembelian (Survei pada Konsumen Erigo Indonesia). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk: (1) menganalisis dan menjelaskan pengaruh Brand Awareness terhadap Keputusan Pembelian pada Erigo Store; (2) menganalisis dan menjelaskan pengaruh Electronic Word of Mouth terhadap Keputusan Pembelian pada Erigo Store; (3) menganalisis dan menjelaskan pengaruh Live Streaming Shopping terhadap Keputusan Pembelian pada Erigo; (4) mengetahui pengaruh Brand Awareness, Electronic Word of Mouth, dan Live Streaming Shopping terhadap Keputusan Pembelian. Jenis penelitian yang digunakan adalah explanatory research menggunakan pendekatan kuantitatif. Sampel yang digunakan berjumlah 116 responden yang terdiri dari kalangan masyarakat Indonesia yang pernah menggunakan atau membeli produk Erigo. Analisis data yang digunakan adalah analisis statistik deskriptif, uji asumsi klasik, analisis regresi linear berganda, Uji F, Uji t dan Koefisien Determinasi. Hasil penelitian menunjukkan bahwa: (1) variabel Brand Awareness berpengaruh signifikan terhadap variabel Keputusan Pembelian diterima; (2) variabel Electronic Word of Mouth berpengaruh signifikan terhadap variabel Keputusan Pembelian diterima; (3) variabel Live Streaming Shopping berpengaruh signifikan terhadap variabel Keputusan Pembelian diterima. Selain itu, penelitian ini juga dapat membuktikan bahwa adanya hubungan simultan atau hubungan dari variabel independen secara bersama sama mempengaruhi variabel dependen yaitu variabel Brand Awareness, Electronic Word of Mouth dan Live Streaming Shopping terhadap Keputusan Pembelian. Hasil dari penelitian ini diharapkan mampu dijadikan saran kepada Perusahaan Erigo agar dapat terus meningkatkan unsur�unsur penting dalam meningkatkan kekuatan brand dan penjualan.
English Abstract
The research aims to (1) analyze and explain the effect of Brand Awareness on Purchasing Decisions at the Erigo Store; (2) analyze and explain the effect of Electronic Word Of Mouth on Purchasing Decisions at the Erigo; (3) analyze and explain the effect of Live Streaming Shopping on Purchasing Decisions at the Erigo Store; (4) determine the effect of Brand Awareness, Electronic Word Of Mouth, and Live Streaming Shopping on Purchasing Decisions. The type of research used is Explanatory Research using a quantitative approach. The sample used amounted to 116 respondents consisting of Indonesian people who have used or purchased Erigo products. The data analysis used is descriptive statistical analysis, classical assumption test, multiple linear regression analysis, F test, t test and coefficient of determination. The results showed that: (1) the Brand Awareness variable has a significant effect on the Purchasing Decision variable is accepted; (2) the Electronic Word Of Mouth variable has a significant effect on the Purchasing Decision variable is accepted; (3) the Live Streaming Shopping variable has a significant effect on the Purchasing Decision variable is accepted. In addition, this study can also prove that there is a simultaneous relationship or relationship of the independent variables together affecting the dependent variable, namely the variables Brand Awareness, Electronic Word Of Mouth and Live Streaming Shopping on Purchasing Decisions. The results of this study are expected to be able to be used as advice to the Erigo Company so that it can continue to improve important elements in increasing brand strength and sales.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0523030857 |
| Uncontrolled Keywords: | Brand Awareness, Electronic Word of Mouth, Live Streaming Shopping, Keputusan Pembelian. |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Endang Susworini |
| Date Deposited: | 24 Jan 2024 04:46 |
| Last Modified: | 24 Jan 2024 04:46 |
| URI: | http://repository.ub.ac.id/id/eprint/212464 |
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Text (DALAM MASA EMBARGO)
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