PENGARUH BRAND AWARENESS, BRAND IMAGE DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA TRAVELOKA

IRMAYANTI, IRMAYANTI (2019) PENGARUH BRAND AWARENESS, BRAND IMAGE DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA TRAVELOKA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to know the influence of brand awareness, brand image and electronic word of mouth on purchase decisions at Traveloka. The object of research is consumer of Traveloka in south jakarta. The research was done to 110 respondents. The method used in this research is descriptive method. The approach used in this study is a Structural Equation Model (SEM) with smart analysis tools PLS. The results of this research shows that brand awareness has a positive and significant effect on purchasing decisions. Brand image has a positive and significant effect of purchasing decisions and electronic word of mouth has a positive and significant effect on purchasing decisions. Keyword : Brand Awareness, Brand Image, Electronic Word Of Mouth, Purchasing Decisions. Penelitian ini bertujuan untuk mengetahui pengaruh brand awareness, brand image dan electronic word of mouth terhadap keputusan pembelian pada Traveloka. Objek penelitian adalah konsumen Traveloka di Jakarta Selatan. Penelitian ini dilakukan pada 110 responden. Teknik pengambilan sampel menggunakan non-probability sampling dengan purposive sampling. Metode yang digunakan dalam penelitan ini adalah metode deksrptif. Pendekatan yang digunakan dalam penelitan ini adalah Structural Equation Model (SEM) dengan alat analisis Smart-PLS. Hasil Penelitian ini menunjukkan bahwa Brand Awareness berpengaruh positif dan signifikan terhadap keputusan pembelian. Brand Image berpengaruh positif dan signifikan terhadap keputusan pembelian, dan Electronic Word Of Mouth berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci: Brand Awareness, Brand Image, Electronic Word Of Mouth, Keputusan Pembelian.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 406
Call Number: SE/31/19/076
NIM: 43114110271
Uncontrolled Keywords: Brand Awareness, Brand Image, Electronic Word Of Mouth, Keputusan Pembelian.
Subjects: 200 Religion/Agama > 290 Other Religions/Agama Selain Kristen > 297 Agama Islam/Islam > 297.4 Islamic law/Hukum Islam > 297.43 Muamalat/Muamalat > 297.431 Buy Sell/Jual Beli
300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi)
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 657 Accounting/Akuntansi > 657.8 Accounting for Enterprises Enganged in Specific Kinds of Activities/Akuntansi Usaha yang Bergerak dalam Jenis Kegiatan Tertentu > 657.84 Communications and Entertainment Media/Media Komunikasi dan Hiburan
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 17 Dec 2019 07:47
Last Modified: 06 Jan 2020 07:57
URI: http://repository.mercubuana.ac.id/id/eprint/52909

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