PENGARUH KEPERCAYAAN MEREK, CITRA MEREK dan ELECTRONIC WORD OF MOUTH (e-WOM) TERHADAP PROSES KEPUTUSAN PEMBELIAN PRODUK SMARTPHONE XIAOMI

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: 43115010210
Uncontrolled Keywords: Kepercayaan merek, Citra merek, Electronic word of mouth, Keputusan pembelian.
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
600 Technology/Teknologi > 670 Manufacturing/Manufaktur, Pabrik-pabrik > 671 Metalworking Process/Pabrik Logam > 671.8 Primary Products/Produk Utama
700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 741 Drawing and Drawings/Gambar dan Seni Menggambar > 741.6 Graphic Design, Illustration Drawings/Teknik Menggambar Desain Grafis, Teknik Menggambar Ilustrasi > 741.67 Advertisement and Posters/Iklan dan Poster
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 07 Oct 2019 03:20
Last Modified: 21 Oct 2019 01:51
URI: http://repository.mercubuana.ac.id/id/eprint/51089

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