PENGARUH ELECTRONIC WORD OF MOUTH, BRAND IMAGE DAN BRAND TRUST TERHADAP KEPUTUSAN SISWA MENGIKUTI KURSUS DI KAMPOENG BAHASA ENGLISH COURSE

OKTAVIANI, BELLA (2022) PENGARUH ELECTRONIC WORD OF MOUTH, BRAND IMAGE DAN BRAND TRUST TERHADAP KEPUTUSAN SISWA MENGIKUTI KURSUS DI KAMPOENG BAHASA ENGLISH COURSE. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research was conducted due to a slight decrease in students attending the course. This study aims to analyze the effect of electronic word of mouth, brand image and brand trust on students' decisions to take courses at Kampoeng Bahasa English Course. The population in this study were 200 students who took English courses at the Kampoeng Language English Course institution for at least 3 months in all grades. The sample used was 133 students, calculated based on the Slovin formula. The sampling method used purposive sampling. Methods of data collection using survey methods, with the research instrument is a questionnaire. The data analysis method in this study is the Structural Equation Model (SEM) with the Smart-PLS version 3.2.9 analysis tool. The results of this study prove that Electronic Word of Mouth, Brand Image and Brand Trust have a positive and significant effect on students' decisions to take courses at Kampoeng Bahasa English Course. Keywords: Electronic Word of Mouth, Brand Image, Brand Trust, Purchase Decisions. Penelitian ini dilakukan karena berkurangnya jumlah siswa yang mengikuti kursus. Penelitian ini bertujuan untuk menganalisis pengaruh electronic word of mouth, brand image dan brand trust terhadap keputusan siswa mengikuti kursus di Kampoeng Bahasa English Course. Populasi dalam penelitian ini adalah 200 siswa yang mengikuti kursus Bahasa Inggris di lembaga Kampoeng Bahasa English Course minimal 3 bulan di seluruh grade. Sampel yang dipergunakan adalah sebanyak 133 siswa, dihitung berdasarkan rumus Slovin. Metode penarikan sampel menggunakan purposive sampling. Metode pengumpulan data menggunakan metode survey, dengan instrumen penelitian adalah kuesioner. Metode analisis data pada penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis Smart-PLS versi 3.2.9. Hasil penelitian ini membuktikan bahwa Electronic Word of Mouth, Brand Image dan Brand Trust berpengaruh positif dan signifikan terhadap keputusan siswa mengikuti kursus di Kampoeng Bahasa English Course. Kata Kunci: Electronic Word Of Mouth, Brand Image, Brand Trust, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 312
NIM/NIDN Creators: 43118110246
Uncontrolled Keywords: Electronic Word Of Mouth, Brand Image, Brand Trust, Keputusan Pembelian
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
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
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 06 Dec 2022 03:12
Last Modified: 06 Dec 2022 03:12
URI: http://repository.mercubuana.ac.id/id/eprint/72207

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