PENGARUH BRAND AMBASSADOR, ELECTRONIC WORD OF MOUTH, TRUST, SERVICE QUALITY TERHADAP PURCHASE DECISION SMARTPHONE SAMSUNG

SAPUTRI, NINDY ELSA (2022) PENGARUH BRAND AMBASSADOR, ELECTRONIC WORD OF MOUTH, TRUST, SERVICE QUALITY TERHADAP PURCHASE DECISION SMARTPHONE SAMSUNG. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to examine the effect of brand ambassadors, electronic word of mouth, trust, and service quality on Samsung smartphone purchasing decisions. This study uses data analysis techniques Structural Equation Modeling (SEM) and data processing using Partial Least Square (PLS). The population in this study are consumers who have used a Samsung smartphone in DKI Jakarta and the sample used is 250 respondents. The sampling technique used was purposive sampling. The results of this study indicate that brand ambassadors have a positive and insignificant effect on purchasing decisions, electronic word of mouth has a positive and significant effect on purchasing decisions, trust has a positive and significant effect on purchasing decisions, service quality has a positive and significant effect on purchasing decisions. Keywords: Brand Ambassador, Electronic Word of Mouth, Trust, Service Quality, Purchase Decision, Samsung Penelitian ini bertujuan untuk menguji pengaruh brand ambassador, electronic word of mouth, trust, dan service quality terhadap purchase decision smartphone Samsung. Penelitian ini menggunakan teknik analisis data Structural Equation Modeling (SEM) dan pengolahan data menggunakan Partial Least Square (PLS). Populasi dalam penelitian ini adalah konsumen yang pernah menggunakan smartphone Samsung di DKI Jakarta dan sampel yang dipergunakan sebanyak 250 responden. Teknik pengambilan sampel menggunakan purposive sampling. Hasil penelitian ini menunjukkan bahwa brand ambassador berpengaruh positif dan tidak signifikan terhadap purchase decision, electronic word of mouth berpengaruh positif dan signifikan terhadap purchase decision, trust berpengaruh positif dan signifikan terhadap purchase decision, service quality berpengaruh positif dan signifikan terhadap purchase decision. Kata Kunci : Brand Ambassador, Electronic Word of Mouth, Trust, Service Quality, Purchase Decision, Samsung

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 412
Call Number: SE/31/23/082
NIM/NIDN Creators: 43118010158
Uncontrolled Keywords: Brand Ambassador, Electronic Word of Mouth, Trust, Service Quality, Purchase Decision, Samsung
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental
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 > 658.6 Quality Management/Manajemen Kualitas
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
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 28 Jan 2023 02:02
Last Modified: 28 Jan 2023 02:02
URI: http://repository.mercubuana.ac.id/id/eprint/73769

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