PENGARUH CITRA MEREK, ELECTRONIC WORD OF MOUTH DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG PADA KONSUMEN GEN Z

MULYANA, TUBAGUS TRI (2024) PENGARUH CITRA MEREK, ELECTRONIC WORD OF MOUTH DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG PADA KONSUMEN GEN Z. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The focus of the research carried out is focused on Samsung's smartphone product business. Smartphones are a technology that is developing rapidly from year to year. Consumer purchasing decisions are the company's goal in carrying out all business activities. Several factors that can influence consumer purchasing decisions are Brand Image, Electronic Word of Mouth and Product Quality. This research aims to determine the influence of Brand Image (X1), Electronic Word of Mouth (X2), and Product Quality (X3) on Gen Z consumers' Purchasing Decisions (Y) via Samsung smartphones. This research uses a quantitative approach with a non-probability sampling approach and purposive sampling technique. The sample used in this research was Mercu Buana University students. The focus of the samples taken were students who were identified as students in the Gen Z age range and a sample of 170 respondents were tested using Smart - Partial Least Square (PLS) version 3.0. The research results show that Brand Image, Electronic Word of Mouth and Product Quality have a positive and significant effect on Purchasing Decisions for Gen Z Samsung smartphone consumers Keyword : Brand Image, Electronic Word Of Mouth, Product Quality, Purchasing Decisions Fokus pada penelitian yang dilakukan ialah terfokus pada bisnis Samsung produk smartphone. Smartphone merupakan salah satu teknologi yang berkembang dengan cepat dari tahun ke tahun. Keputusan pembelian konsumen merupakan tujuan dari perusahan dalam melakukan segala aktivitas usaha. Beberapa faktor yang dapat mempengaruhi keputusan pembelian konsumen yaitu Citra Merek, Electronic Word Of Mouth dan Kualitas Produk. Penelitian ini bertujuan untuk mengetahui pengaruh Citra Merek (X1), Electronic Word Of Mouth (X2), dan Kualitas Produk (X3) terhadap Keputusan Pembelian (Y) konsumen gen Z melalui smartphone Samsung. Penelitian ini menggunakan pendekatan kuantitatif dengan pendekatan Non Probability Sampling dan Teknik pengambilan sampel purposive sampling. Sampel yang digunakan pada penelitian ini adalah mahasiswa Universitas Mercu Buana. Dengan fokus sampel yang diambil ialah mahasiswa yang teridentifikasi sebagai mahasiswa yang berada pada kisaran usia angkatan Gen Z dan mendapatkan sampel sebanyak 170 responden yang diuji dengan menggunakan Smart - Partial Least Square (PLS) versi 3.0. Hasil Penelitian menunjukan bahwa Citra Merek, Electronic Word Of Mouth dan Kualitas Produk berpengaruh positif dan signifikan terhadap Keputusan Pembelian pada konsumen Gen Z smartphone Samsung Kata Kunci : Citra Merek, Electronic Word Of Mouth, Kualitas Produk, Keputusan Pembelian

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