HUBUNGAN ANTARA WORD OF MOUTH DAN PERSEPSI KUALITAS MEREK DENGAN KEPUTUSAN PEMBELIAN KOSMETIK MEREK WARDAH PADA DEWASA AWAL DI DAERAH JAKARTA

PARAMITA, NINDYA (2019) HUBUNGAN ANTARA WORD OF MOUTH DAN PERSEPSI KUALITAS MEREK DENGAN KEPUTUSAN PEMBELIAN KOSMETIK MEREK WARDAH PADA DEWASA AWAL DI DAERAH JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of this study was to find out the relationship to word of mouth with purchasing decisions and the relationship to perceived brand quality with purchasing decisions. The type of research used is quantitative. The population in this study were all followers of Wardah Instagram accounts. Sampling in this study uses a non probability sampling method (sampling is not random) using accidental sampling technique for 311 people. The results showed that there was a relationship with word of mouth with a purchasing decision of 0.589. Then there is a relationship to the perception of brand quality with a purchasing decision of 0.824 Keywords: Electronic word of mouth, Brand Quality Perception, Purchasing Decision Tujuan penelitian ini adalah ingin mengetahui hubungan pada word of mouth dengan keputusan pembelian dan hubungan pada persepsi kualitas merek dengan keputusan pembelian. Jenis penelitian yang digunakan adalah kuantitatif. Populasi dalam penelitian ini adalah seluruh pengikut akun Instagram Wardah. Pengambilan sampel dalam penelitian ini menggunakan metode non probability sampling (pengambilan sampel secara tidak acak) dengan menggunakan teknik accidental sampling terhadap 311 orang. Hasil penelitian menunjukkan bahwa ada hubungan pada word of mouth dengan keputusan pembelian sebesar 0,589. Lalu terdapat hubungan pada persepsi kualitas merek dengan keputusan pembelian sebesar 0,824. Kata kunci : Electronic word of mouth, Persepsi Kualitas Merek, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FP/PSI. 19 318
NIM/NIDN Creators: 46115010112
Uncontrolled Keywords: Electronic word of mouth, Persepsi Kualitas Merek, Keputusan Pembelian
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 152 Sensory Perception, Movement, Emotions, Physiological Drives/Psikologi Fisiologis > 152.5 Psychological urges/Dorongan psikologis
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.6 Communication Psychology/Psikologi Komunikasi
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan > 155.6 Psychology of Adults/Psikologi Dewasa
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan > 155.9 Environmental Psychology/Psikologi Lingkungan
Divisions: Fakultas Psikologi > Psikologi
Depositing User: Dede Muksin Lubis
Date Deposited: 13 Jun 2022 03:29
Last Modified: 13 Jun 2022 03:29
URI: http://repository.mercubuana.ac.id/id/eprint/63207

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