KUN NOVARIA, VIDY (2022) PENGARUH DESAIN PRODUK DAN ELECTRONICS WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN DENGAN CITRA MEREK SEBAGAI VARIABEL INTERVENING. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh Desain Produk (X1) dan Electronics Word of Mouth (X2) terhadap Keputusan Pembelian (Y) melalui Citra Merek (Z) sebagai variabel intervening pada pengguna shampoo CLEAR yaitu mahasiswa Fakultas Ekonomi dan Bisnis Universitas Sultan Ageng Tirtayasa. Metode yang digunakan dalam penelitian ini adalah penelitian kuantitatif dengan pendekatan deskriptif. Dalam pengumpulan data menggunakan kuesioner dengan total 97 responden. Teknik pengambilan sampel menggunakan accidental sampling dengan kriteria responden pada mahasiswa pengguna shampoo CLEAR di fakultas Ekonomi dan Bisnis Untirta. Analisis data yang digunakan dalam penelitian ini adalah Struktural Equation Modelling (SEM) dengan alat analisis SmartPLS.3.0 versi pelajar. Hasil uji statistik penelitian ini menunjukan bahwa: desain produk berpengaruh positif dan signifikan terhadap keputusan pembelian, electronics word of mouth berpengaruh potitif dan signifikan terhadap keputusan pembelian, desain produk berpengaruh positif dan signifikan terhadap citra merek, electronics word of mouth berpengaruh positif dan signifikan terhadap citra merek, citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian. Hasil uji mediasi menunjukan bahwa: Citra merek sebagai variabel intervening memediasi hubungan pengaruh desain produk terhadap keputusan pembelian, kemudian citra merek sebagai variabel intervening memediasi hubungan pengaruh electronics word of mouth terhadap keputusan pembelian.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | his study aims to determine the effect of Product Design (X1) and Electronics Word of Mouth (X2) on Purchasing Decisions (Y) through Brand Image (Z) as an intervening variable in CLEAR shampoo users, namely students of the Faculty of Economics and Business, Sultan Ageng Tirtayasa University. The method used in this research is quantitative research with a descriptive approach. In collecting data using a questionnaire with a total of 97 respondents. The sampling technique used accidental sampling with respondent criteria to students using CLEAR shampoo at the Faculty of Economics and Business, Untirta. The data analysis used in this research is Structural Equation Modeling (SEM) with the student version of the SmartPLS.3.0 analysis tool. The statistical test results of this study indicate that: product design has a positive and significant effect on purchasing decisions, electronics word of mouth has a positive and significant effect on purchasing decisions, product design has a positive and significant effect on brand image, electronics word of mouth has a positive and significant effect on brand image. Brand image has a positive and significant effect on purchasing decisions. The results of the mediation test show that: Brand image as an intervening variable is mediating the effect of product design on purchasing decisions, then brand image as an intervening variable is mediating the relationship between the influence of electronics word of mouth on purchasing decisions. Keywords: Product Design, Electronics Word Of Mouth, Purchase Decision, Brand Image | |||||||||
| Uncontrolled Keywords: | Kata kunci : Desain Produk, Electronics Word Of Mouth, Keputusan Pembelian, Citra Merek | |||||||||
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen |
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| Depositing User: | Perpustakaan Pusat | |||||||||
| Date Deposited: | 14 Jul 2022 14:25 | |||||||||
| Last Modified: | 14 Jul 2022 14:25 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/14496 |
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