PENGARUH ELECTRONIC WORLD OF MOUTH (E-WOM), KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus : Keputusan Pembelian Smartphone Xiaomi di Jakarta)

MERNICI, EVELINA ANDRINI (2019) PENGARUH ELECTRONIC WORLD OF MOUTH (E-WOM), KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus : Keputusan Pembelian Smartphone Xiaomi di Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of E-Wom (Electronific World of Mouth), Product Quality and Price on Purchase Decission (Case Study: Xiaomi Smartphone Purchase Decisions). The type of research used in this research is descriptive associative by using a causal approach. The population in this study are Xiaomi consumers who have made purchases with Xiaomi. The sampling technique used is non-probability sampling and the type of sampling used is purposive sampling. Data collection method using questionnaire method and analysis technique that uses SEM (Structural Equtional Meodeling) in which there are inner model and outter test models and the tools used are smartPLS 3.0. Data collection techniques using questionnaires that have been tested for validity and reliability. The results showed that the endogenous variables of purchasing decisions can be explained by exogenous variables namely EWOM, product quality and price of 83%, while the remaining 22% is explained by other exogenous variables. Separately all exogenous variables have a positive and significant effect, with the path coefficients values approaching the numbers +1 (0.380; 0.471; 0.167) and T-statistics> 1.96 (7.877; 10.046; 3.064). Key Word: EWOM, Product Quality, Price, Purchase Decissiony Penelitian ini bertujuan untuk mengetahui pengaruh dari E-Wom (Electronif World Of Mouth), Kualitas Produk Dan Harga Terhadap Keputusan Pembelian (Studi Kasus : Keputusan Pembelian Smartphone Xiaomi). Jenis penelitian yang digunakan dalam penelitian ini adalah deskriptif asosiasif dengan menggunakan pendekatan kausal. Populasi pada penelitian ini adalah para konsumen Xiaomi yang telah melakukan pembelian samrtphone Xiaomi. Teknik Pengambilan sampel yang digunakan adalah non-probability sampling dan jenis sampling yang digunakan adalah sampling purposive. Metode pengumpulan data dengan metode kuisoner dan Teknik analisa yang menggunakan SEM (Structural Equtional Meodeling) dimana didalamnya tedapat uji inner model dan outter model dan alat bantu yang digunakan adalah smartPLS 3.0. Teknik pengumpulan data menggunakan kuesioner yang telah diuji validitas dan reliabilitasnya. Hasil penelitian menunjukkan bahwa variabel endogen keputusan pembelian dapat dijelaskan oleh variabel eksogen yaitu EWOM, kualitas produk dan harga sebesar 83%, sedangkan sisanya sebanyak 22% dijelaskan oleh variabel eksogen lainnya. Secara terpisah kesemua variabel eksogen memiliki pengaruh yang positif dan signifikan, dengan nilai path coefficients mendekati angka +1 (0,380; 0,471; 0,167) dan T-statistic >1,96 (7,877; 10,046; 3,064). Kata Kunci : E-WOM, Kualitas produk, Harga, Keputusan Pembelian.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 185
NIM/NIDN Creators: 43113120459
Uncontrolled Keywords: E-WOM, Kualitas produk, Harga, Keputusan Pembelian.
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 651 Office Services/Layanan Kantor
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.5 Management of Production/Manajemen Produksi
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 > 658.7 Management of Supplies/Manajemen Persediaan
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: Dede Muksin Lubis
Date Deposited: 06 Apr 2022 04:23
Last Modified: 06 Apr 2022 04:23
URI: http://repository.mercubuana.ac.id/id/eprint/59486

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