MANDALA, AKBARUDIN (2024) PENGARUH ELECTRONIC WORD OF MOUTH (EWOM) DAN BRAND IMAGE, TERHADAP KEPUTUSAN PEMBELIAN PRODUK SEPATU VENTELA. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
In the era of globalization, the development of technology has been extensively utilized by business players. Among them is marketing communication, which has become effortless and widespread, allowing anyone, both local and international brands, to engage in it. Similarly, Ventela, as a local shoe brand, conducts marketing communication to compete with other brands. This research aims to identify the influence of electronic word of mouth (e-WOM) and brand image on the purchase decision of Ventela shoe products.The Stimulus-Organism-Response (SOR) theory is used in this quantitative explanatory research. The research approach involves 100 respondents who are followers of @Ventelashoes Instagram account and users of Ventela shoes. The results of the data analysis using multiple linear regression technique indicate that both brand image and electronic word of mouth have a significant influence on the purchase decision, both simultaneously and partially. Simultaneously, the variables of brand image and electronic word of mouth jointly account for 77.1% of the purchase decision. Additionally, the partial analysis shows that electronic word of mouth has a positive and significant influence on the purchase decision with a P-Value of 0.002, while the brand image also significantly affects the purchase decision with a P-Value of 0.000.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Pada era globalisasi perkembangan teknologi banyak dimanfaatkan oleh para pelaku usaha. Salah satunya kegiatan komunikasi pemasaran yang kini sangat mudah dan marak dilakukan serta siapa saja dapat melakukannya, baik itu brand lokal maupun international. Sama halnya yang dilakukan Ventela selaku merek sepatu lokal melakukan komunikasi pemasaran untuk dapat bersaing dengan merek lainnya. Penelitian ini bertujuan untuk mengidentifikasi pengaruh electronic word of mouth (e WOM) dan brand image terhadap keputusan pembelian produk sepatu merek Ventela. Teori yang digunakan dalam penelitian ini adalah teori Stimulus-Organism-Respons (SOR) penelitian ini menggunakan pendekatan kuantitatif Eksplanatif, dengan sampel penelitian diperoleh dari responden yang merupakan followers akun Instagram @Ventelashoes dan pengguna sepatu Ventela sebanyak 100 responden. Hasil analisis data menggunakan teknik regresi linier berganda menunjukkan bahwa terdapat pengaruh brand image dan electronic word of mouth terhadap keputusan pembelian baik secara simultan maupun parsial. Secara simultan variabel brand image dan electronic word of mouth berpengaruh secara bersama-sama dan signifikan terhadap keputusan pembelian sebesar 77,1%. Secara parsial variabel electronic word of mouth memiliki nilai P-Value sebesar 0,002 disimpulkan bahwa variabel electronic word of mouth berpengaruh secara positif dan signifikan terhadap keputusan pembelian sedangkan variabel brand image memiliki nilai P-Value sebesar 0,000 disimpulkan bahwa variabel brand image berpengaruh terhadap keputusan pembelian. | |||||||||
| Uncontrolled Keywords: | Electronic Word of Mouth, Brand Image, Purchasing Decision, Teori Stimulus-Organism-Respons (SOR), Ventela Electronic Word of Mouth, Brand Image, Keputusan Pembelian, Teori Stimulus-Organism-Respons (SOR), Ventela | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Mr Akbarudin Mandala | |||||||||
| Date Deposited: | 11 Jul 2024 10:20 | |||||||||
| Last Modified: | 11 Jul 2024 10:20 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/37575 |
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