HUBUNGAN ANTARA WORD OF MOUTH DAN PERSEPSI KUALITAS MEREK DENGAN KEPUTUSAN PEMBELIAN KOSMETIK MEREK WARDAH PADA DEWASA AWAL DI DAERAH JAKART

PARAMITA, NINDYA (2020) HUBUNGAN ANTARA WORD OF MOUTH DAN PERSEPSI KUALITAS MEREK DENGAN KEPUTUSAN PEMBELIAN KOSMETIK MEREK WARDAH PADA DEWASA AWAL DI DAERAH JAKART. S1-Sarjana thesis, Universitas Mercu Buana Jakarta.

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Abstract

Tujuan penelitian ini adalah ingin mengetahui hubungan pada word of mouth dengan keputusan pembelian dan hubungan pada persepsi kualitas merek dengan keputusan pembelian. Jenis penelitian yang digunakan adalah kuantitatif. Populasi dalam penelitian ini adalah seluruh pengikut akun Instagram Wardah. Pengambilan sampel dalam penelitian ini menggunakan metode non probability sampling (pengambilan sampel secara tidak acak) dengan menggunakan teknik accidental sampling terhadap 311 orang. Hasil penelitian menunjukkan bahwa ada hubungan pada word of mouth dengan keputusan pembelian sebesar 0,589. Lalu terdapat hubungan pada persepsi kualitas merek dengan keputusan pembelian sebesar 0,824. Kata kunci : Electronic word of mouth, Persepsi Kualitas Merek, Keputusan Pembelian The purpose of this study was to find out the relationship to word of mouth with purchasing decisions and the relationship to perceived brand quality with purchasing decisions. The type of research used is quantitative. The population in this study were all followers of Wardah Instagram accounts. Sampling in this study uses a non probability sampling method (sampling is not random) using accidental sampling technique for 311 people. The results showed that there was a relationship with word of mouth with a purchasing decision of 0.589. Then there is a relationship to the perception of brand quality with a purchasing decision of 0.824 Keywords: Electronic word of mouth, Brand Quality Perception, Purchasing Decision

Item Type: Thesis (S1-Sarjana)
NIM: 46115010112
Uncontrolled Keywords: Electronic word of mouth, Persepsi Kualitas Merek, Keputusan Pembelian
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 003 Systems/Sistem-sistem > 003.5 Computer Modeling and Simulation/Model dan Simulasi Komputer > 003.52 Perception Theory/Teori Persepsi
100 Philosophy and Psychology/Filsafat dan Psikologi > 120 Epistemology/Epistemologi > 121 Theory of Knowledge/Teori Pengetahuan > 121.3 Origin, Sources, Means of Knowledge/Asal, Sumber, Sarana Pengetahuan > 121.34 Perception/Persepsi
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
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
Divisions: Fakultas Psikologi > Psikologi
Depositing User: Dede Muksin Lubis
Date Deposited: 05 Mar 2020 04:03
Last Modified: 05 Mar 2020 04:03
URI: http://repository.mercubuana.ac.id/id/eprint/55103

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