ANALISIS PENGARUH CITRA MEREK, KUALITAS PELAYANAN DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus pada Konsumen Shopee)

Arianthi, Dessy Eka (2020) ANALISIS PENGARUH CITRA MEREK, KUALITAS PELAYANAN DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus pada Konsumen Shopee). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh citra merek, kualitas layanan dan electronic word of mouth terhadap keputusan pembelian pada Shopee. Strategi yang digunakan dalam penelitian ini adalah penelitian asosiatif. Metode yang digunakan dalam penelitian ini adalah metode survei. Populasi dalam penelitian ini adalah seluruh konsumen yang memiliki shopee. Sampel dalam penelitian ini sebanyak 100 responden. Metode pengumpulan data menggunakan kuesioner. Sumber data penelitian ini merupakan data primer dan sekunder. Metoda analisis yang digunakan dalam penelitian ini adalah PLS dengan program SmartPLS versi 3.2 dievaluasi dengan outer dan inner model. Hasil penelitian ini menunjukkan bahwa citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian pada Shopee, kualitas pelayanan berpengaruh positif dan signifikan terhadap keputusan pembelian pada Shopee, dan electronic word of mouth berpengaruh positif dan signifikan terhadap keputusan pembelian pada Shopee. Nilai RSquare sebesar 0,580 menunjukkan bahwa perubahan variabel keputusan pembelian dapat dijelaskan oleh citra merek, kualitas pelayanan, dan electronic word of mouth sebesar 58%. Kesimpulan dalam penelitian ini menunjukkan bahwa semua variabel bebas dalam penelitian yaitu citra merek, kualitas pelayanan, electronic word of mouth mempengaruhi keputusan pembelian pada Shopee. Kata Kunci : citra merek, kualitas pelayanan, electronic word of mouth, keputusan pembelian ** This study aims to determine the effect of brand image, service quality and electronic word of mouth on purchasing decisions at Shopee. The strategy used in this research is associative research. The method used in this research is a survey method. The population in this study were all consumers who have shopee. The sample in this study were 100 respondents. The data collection method used a questionnaire. The data sources of this research are primary and secondary data. The analysis method used in this research is PLS with the SmartPLS version 3.2 program evaluated with the outer and inner models. The results of this study indicate that brand image has a positive and significant effect on purchasing decisions at Shopee, service quality has a positive and significant effect on purchasing decisions at Shopee, and electronic word of mouth has a positive and significant effect on purchasing decisions at Shopee. The RSquare value of 0,580 indicates that changes in purchasing decision variables can be explained by brand image, service quality, and electronic word of mouth by 58%. The conclusion in this study shows that all independent variables in the study, namely brand image, service quality, electronic word of mouth, affect purchasing decisions at Shopee. Keywords: brand image, service quality, electronic word of mouth, purchase decisions

Item Type:	Thesis (Skripsi)
Contributors:	Contribution Contributors NIDN Email Thesis advisor Sampurna, Dian Surya UNSPECIFIED dian_surya_sampurna@stei.ac.id
Uncontrolled Keywords:	citra merek, kualitas pelayanan, electronic word of mouth, keputusan pembelian
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	S1 Manajemen
Depositing User:	Users 932 not found.
Date Deposited:	09 Nov 2020 11:12
Last Modified:	09 Nov 2020 11:12
URI:	http://repository.stei.ac.id/id/eprint/1621

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