Kurniawan, Feri Arif (2020) PENGARUH BRAND AWARENESS, IKLAN MEDIA SOSIAL DAN E-WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA (Studi Kasus pada customer Bintang Motor Jaya Buaran). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia.
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Abstract
Tujuan dari penelitian ini adalah untuk mengetahui pengaruh antara brand awareness, iklan media sosial dan e-word of mouth terhadap keputusan pembelian sepeda motor Honda. Penelitian dilakukan terhadap customer Bintang Motor Jaya Buaran dengan populasi sebesar 350 orang dan ditetapkan sampel sebanyak 100 orang. Teknik pengambilan sampel yang digunakan dalam penelitian ini menggunakan non probability sampling dengan teknik accidental sampling yaitu peneliti mengambil sampel yang kebetulan ditemuinya pada saat itu. Jenis data yang diperlukan dalam penelitian ini adalah data kuantitatif. Data kuantitatif dalam penelitian ini merupakan data yang bersumber langsung dari responden yang disajikan dalam bentuk skala likert. Teknik pengumpulan data yang digunakan antara lain observasi, wawancara dan angket. Metoda statistik yang digunakan adalah analisis regresi berganda dengan aplikasi IBM Statistics SPSS v.24. Hasil dari penelitian ini secara parsial maupun simultan terdapat pengaruh yang signifikan antara Brand Awareness (X1), Iklan Media Sosial (X2), E-Word Of Mouth (X3) terhadap Keputusan Pembelian (Y) sepeda motor Honda pada Bintang Jaya Motor Buaran. Variabel independen yaitu Brand Awareness (X1), Iklan Media Sosial (X2) dan E-Word of Mouth (X3) menjelaskan variabel dependen atau keputusan pembelian sebanyak 84,7% dan sisanya dijelaskan oleh variabel lain yang tidak diteliti dalam penelitian ini. The purpose of this study was to determine the effect of brand awareness, social media advertising and e-word of mouth on Honda motorcycle purchasing decisions. The study was conducted on Bintang Motor Jaya Buaran customers with a population of 350 people and a sample of 100 people was determined. The sampling technique used in this study is non probability sampling with accidental sampling technique that is the researcher takes a sample that he happened to encounter at that time. The type of data needed in this research is quantitative data. Quantitative data in this study are data sourced directly from respondents presented in the form of a Likert scale. Data collection techniques used include observation, interviews and questionnaires. The statistical method used is multiple regression analysis with IBM Statistics SPSS v.24 application. The results of this study partially or simultaneously have a significant effect between Brand Awareness (X1), Social Media Advertising (X2), E-Word Of Mouth (X3) on the Purchase Decision (Y) of Honda motorcycles at Bintang Jaya Motor Buaran. The independent variables namely Brand Awareness (X1), Social Media Ads (X2) and E-Word of Mouth (X3) explain the dependent variable or purchase decision as much as 84.7% and the rest are explained by other variables not examined in this study.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran Manajemen > Manajemen Operasional |
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| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Users 1173 not found. | ||||||||
| Date Deposited: | 06 Nov 2020 08:42 | ||||||||
| Last Modified: | 06 Nov 2020 08:42 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/1582 |
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