ANALISIS PENGARUH KUALITAS PRODUK, ELECTRONIC-WORD OF MOUTH (E-WOM) DAN CITRA MEREK TERHADAP MINAT BELI ULANG SMARTPHONE XIAOMI

PRAYOGA, ARDIANSYAH WAHYU (2023) ANALISIS PENGARUH KUALITAS PRODUK, ELECTRONIC-WORD OF MOUTH (E-WOM) DAN CITRA MEREK TERHADAP MINAT BELI ULANG SMARTPHONE XIAOMI. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the influence of quality product, electronic word of mouth, brand image on the interest in repurchasing Xiaomi smartphone. Data collection was carried out through questionnaires and carried out on 100 consumers who have bought Xiaomi smartphone more than 1 time. Sampling techniques using convenience sampling. Data analysis in this study uses the help of Variance Based Structural Equation Modeling where data processing uses Partial Least Square (PLS) Version 3.0 programs. The results of the analysis show that quality product has a positive and significant effect on the repurchasing Xiaomi smartphone, Electronic Word Of Mouth has a positive and significant effect on the repurchasing Xiaomi smartphone and Brand Image has a positive and significant effect on the repurchasing Xiaomi smartphone. Keywords: Quality Product, Electronic Word Of Mouth, Brand Image and Repurchase Xiaomi Smartphone Penelitian ini bertujuan untuk menganalisa pengaruh kualitas produk, electronic word of mouth dan citra merk terhadap minat beli ulang smartphone Xiaomi. Pengumpulan data dilakukan melalui penyebaran kuesioner dan dilaksanakan pada 100 konsumen di Mi Forum Community yang telah membeli smartphone Xiaomi lebih dari 1 kali. Teknik penarikan sampel dengan menggunakan Convenience Sampling. Analisa data pada penelitian ini menggunakan bantuan Variance Based Structural Equation Modeling dimana pengolahan datanya menggunakan program Partial Least Square (PLS) Versi 3.0. Hasil analisa menunjukkan bahwa kualitas produk berpengaruh positif dan signifikan terhadap minat beli ulang smartphone Xiaomi, Electronic Word Of Mouth berpengaruh positif dan signifikan terhadap terhadap minat beli ulang smartphone Xiaomi dan citra merk berpengaruh positif dan signifikan terhadap minat beli ulang smartphone Xiaomi. Kata Kunci: Kualitas Produk, Electronic Word Of Mouth, Citra Merk dan Minat Beli Ulang Smartphone Xiaomi.

Item Type: Thesis (S1)
NIM/NIDN Creators: 43116110465
Uncontrolled Keywords: Kualitas Produk, Electronic Word Of Mouth, Citra Merk dan Minat Beli Ulang Smartphone Xiaomi.
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 > 658.6 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: 25 Jul 2023 06:36
Last Modified: 25 Jul 2023 06:36
URI: http://repository.mercubuana.ac.id/id/eprint/79589

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