PENGARUH BRAND TRUST, BRAND AWARENESS, PERSEPSI KUALITAS DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PRODUK HAND BODY SCARLETT (Studi pada Kalangan Milenial di Kota Tangerang)

ABDILAH, SIETI (2022) PENGARUH BRAND TRUST, BRAND AWARENESS, PERSEPSI KUALITAS DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PRODUK HAND BODY SCARLETT (Studi pada Kalangan Milenial di Kota Tangerang). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study is to analyze the effect of brand trust, brand awareness, perceived quality and electronic word of mouth on purchasing decisions for Scarlett hand body products. The object of this research is millennials who use Scarlett hand body products in Tangerang city. This research was conducted on 245 respondents using a quantitative descriptive approach. Determination of sample size using convenience sampling technique. Methods of data collection using survey methods, with the research instrument is a questionnaire. The approach used in this research is Structural Equation Model (SEM) with Smart-PLS analysis tool. The results of this study indicate that brand trust has a positive and significant effect on purchasing decisions. Brand awareness has a positive and significant effect on purchasing decisions. Perceived quality has a positive and significant effect on purchasing decisions. Electronic word of mouth has a positive and significant effect on purchasing decisions. Keywords: Brand Trust, Brand Awareness, Quality Perception, Electronic Word Of Mouth, Purchase Decision Penelitian ini untuk menganalisis pengaruh brand trust, brand awareness, persepsi kualitas dan electronic word of mouth terhadap keputusan pembelian produk hand body Scarlett. Objek penelitian ini adalah kalangan milenial yang menggunakan produk hand body Scarlett di kota Tangerang. Penelitian ini dilakukan terhadap 245 responden dengan menggunakan pendekatan deskriptif kuantitatif. Penentuan ukuran sampel menggunakan teknik sampel Convenience sampling. Metode pengumpulan data menggunakan metode survey, dengan instrument penelitian adalah kuesioner. Pendekatan yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis SmartPLS. Hasil penelitian ini menunjukkan bahwa brand trust berpengaruh positif dan signifikan terhadap keputusan pembelian. Brand awareness berpengaruh positif dan signifikan terhadap keputusan pembelian. Persepsi kualitas berpengaruh positif dan signifikan terhadap keputusan pembelian. Electronic word of mouth berpengaruh positif dan signifikan terhadap keputusan pembelian Kata Kunci: Brand Trust, Brand Awareness, Persepsi Kualitas, Electronic Word Of Mouth, Keputusan Pembelian

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 22 498
Call Number:	SE/32/23/040
NIM/NIDN Creators:	43117120085
Uncontrolled Keywords:	Brand Trust, Brand Awareness, Persepsi Kualitas, Electronic Word Of Mouth, Keputusan Pembelian
Subjects:	100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 152 Sensory Perception, Movement, Emotions, Physiological Drives/Psikologi Fisiologis 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan > 153.83 Choice and Decision/Pilihan dan Keputusan 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:	13 Mar 2023 04:12
Last Modified:	13 Mar 2023 04:12
URI:	http://repository.mercubuana.ac.id/id/eprint/75047

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