AWAMSYAH, MUHAMMAD ALDI (2023) PENGARUH STRATEGI E-WOM (ELECTRONIC WORD OF MOUTH), HARGA, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE XIAOMI PADA MI STORE PONDOK INDAH. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to determine the effect of E-WOM (Electronic Word Of Mouth) Strategy, Price, and Product Quality on Xiaomi Smartphone Purchasing Decisions. Respondents in this study were all consumers in one outlet at MI Store Pondok Indah. The sample in this study amounted to 170 respondents. The sampling method in this study was a survey, using a purposive sampling technique. The data analysis method used was Structural equation modeling-Partial Least Square (SEM-PLS) with SmartPLS 3 software. The research data collection instrument used a questionnaire. The results of this study indicate that the E-WOM Strategy, Price, and Product Quality have a positive and significant effect on Purchase Decisions for Smartphone Xiaomi Store Pondok Indah Mall. Keywords: E-WOM Strategy, Price, Product Quality, Purchase Decision Penelitian ini bertujuan untuk mengetahui Pengaruh Strategi E-WOM (Electronic Word Of Mouth), Harga, dan Kualitas Produk Terhadap Keputusan Pembelian Smartphone Xiaomi. Responden dalam penelitian ini adalah seluruh konsumen dalam satu outlet pada MI Store Pondok Indah. Sampel dalam penelitian ini berjumlah 170 responden. Metode pengambilan sampel dalam penelitian ini dengan survey, menggunakan teknik purposive sampling. Metode analisis data yang digunakan adalah Structural equation modeling-Partial Least Square (SEM-PLS) dengan software SmartPLS 3. Instrument pengumpulan data penelitian menggunakan kuisioner. Hasil penelitian ini menunjukkan bahwa Strategi EWOM, Harga, dan Kualitas Produk berpengaruh positif dan signifikan terhadap Keputusan Pembelian Smartphone Xiaomi Store Pondok Indah Mall. Kata kunci : Strategi E-WOM, Harga, Kualitas Produk, Keputusan Pembelian
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ. 23 279 |
| NIM/NIDN Creators: | 43118010255 |
| Uncontrolled Keywords: | Strategi E-WOM, Harga, Kualitas Produk, 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 |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | ADELINA HASNA SETIAWATI |
| Date Deposited: | 01 Nov 2023 08:25 |
| Last Modified: | 01 Nov 2023 08:26 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/83674 |
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