SOFYANDI, MUHAMMAD (2019) PENGARUH KEPERCAYAAN MEREK, CITRA MEREK dan ELECTRONIC WORD OF MOUTH (e-WOM) TERHADAP PROSES KEPUTUSAN PEMBELIAN PRODUK SMARTPHONE XIAOMI. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The research aims to analyse the influence of brand trust, brand image, and electronic word of mouth on Xiaomi smartphone buying decision at West Jakarta. This research is causal using hypotheses and purposive sampling technique in sampling. Characteristic of the respondents that were researched with minimum age of 17 years and had used Xiaomi smartphone in the last 3 year. This research was conducted with 100 respondents by using quantitative descriptive approach. Analysis of data used statistical software SPSS version 25. The result of this study indicate that the brand trust, brand image and electronic word of mouth have been significantly influenced on Xiaomi smartphone buying decision at West Jakarta. Keywords: Brand Trust, Brand Image, Electronic Word of Mouth, buying decision Penelitian ini untuk mengetahui pengaruh kepercayaan merek, citra merek dan electronic word of mouth terhadap keputusan pembelian smartphone Xiaomi di Jakarta Barat. Penelitian ini merupakan penelitian kausal dengan menggunakan hipotesis dan menggunakan teknik purposive sampling dalam pengambilan sampel. Karakteristik responden yang diteliti adalah responden dengan usia minimal 17 tahun dan pernah menggunakan smartphone Xiaomi dalam 3 tahun terakhir. Penelitian ini dilakukan terhadap 100 responden dengan menggunakan pendekatan deskriptif kuantitatif. Analisis data yang dilakukan menggunakan SPSS 25. Hasil penelitian ini menunjukkan bahwa kepercayaan merek, citra merek dan electronic word of mouth berpengaruh positif terhadap keputusan pembelian. Kata kunci: Kepercayaan merek, Citra merek, Electronic word of mouth, Keputusan pembelian.
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ. 19 285 |
| NIM/NIDN Creators: | 43115010210 |
| Uncontrolled Keywords: | Kepercayaan merek, Citra merek, Electronic word of mouth, Keputusan pembelian. |
| Subjects: | 600 Technology/Teknologi > 680 Manufacture For Specific Uses/Industri Pembuatan produk untuk penggunaan tertentu 600 Technology/Teknologi > 680 Manufacture For Specific Uses/Industri Pembuatan produk untuk penggunaan tertentu > 680.1-680.9 Standard Subdivisions of Manufacture For Specific Uses/Subdivisi Standar Dari Industri Pembuatan Produk Untuk Penggunaan Tertentu 700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 739 Art Metalwork/Seni Logam, Kerajinan Logam > 739.4 Iron Art Works/Seni Logam Besi > 739.48 Products/Produk |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 24 Nov 2021 04:10 |
| Last Modified: | 22 Apr 2022 07:02 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/50771 |
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