PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP KEPUTUSAN PEMBELIAN PRODUK WARDAH (SURVEY PADA PENGGUNA PRODUK WARDAH DI JAKARTA) THE EFFECT OF ELECTRONIC WORD OF MOUTH (E-WOM) OF PURCHASE DECISION ON WARDAH PRODUCTS (SURVEY OF WARDAH PRODUCT USERS IN JAKARTA)

SRI MAHARANI, . (2020) PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP KEPUTUSAN PEMBELIAN PRODUK WARDAH (SURVEY PADA PENGGUNA PRODUK WARDAH DI JAKARTA) THE EFFECT OF ELECTRONIC WORD OF MOUTH (E-WOM) OF PURCHASE DECISION ON WARDAH PRODUCTS (SURVEY OF WARDAH PRODUCT USERS IN JAKARTA). Diploma thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

ABSTRAK Sri Maharani. 2020. 1702517035. Pengaruh Electronic Word Of Mouth Terhadap Keputusan Pembelian Produk Wardah (Survei Pada Pengguna Produk Wardah di Jakarta). Program Studi DIII Manajemen Pemasaran, Fakultas Ekonomi, Universitas Negeri Jakarta. Penelitian ini bertujuan untuk: 1) Mengetahui gambaran tentang electronic word of mouth produk wardah. 2) Untuk mengetahui gambaran tentang keputusan pembelian produk wardah. 3) Untuk mengetahui pengaruh electronic word of mouth terhadap keputusan pembelian produk wardah. Pada penelitian ini diperoleh data hasil penyebaran kuestioner kepada 120 responden yang pernah menggunakan atau membeli produk wardah. Metode analisis data yang digunakan adalah analisis regresi linear sederhana. Hasil dari analisis penelitian ini dapat diketahui bahwa electronic word of mouth berpengaruh positif terhadap keputusan pembelian sebesar 18,5% dan sisanya 81,5% dipengaruhi oleh faktor lainnya seperti kualitas produk, persepsi harga, packaging, promosi dan lain – lain. Kata Kunci: Electronic word of mouth, Keputusan Pembelian, Produk Wardah. ABSTRACT Sri Maharani. 2020. The Influence Of Electronic word of mouth On Purchase Decision Of Wardah Products. (Survey On Users Of Wardah Products In Jakarta). Marketing Management study program DIII. Faculty of Economics Universitas Negeri Jakarta. This study aims to : 1) Find out about electronic word of mouth of wardah products. 2) Find out about purchase decision of wardah products. 3) Find out influence of electronic word of mouth on purchase decision of wardah products. In this study, the data obtained from questionnaires distributed to 120 respondents who had use or purchased wardah products. The data analysis method used is a simple linear regression analysis. The results of the analysis of the this study can be seen that electronic word of mouth (ewom) have a positive effect on purchasing decisionby 18,5% and the remaining 81,5% is influenced by other factors such as product quality, price perception, packaging, promotion and others. Keyword : Electronic word of mouth, Purchase Decision, Wardah Products.

Item Type:	Thesis (Diploma)
Additional Information:	Dra. Sholikhah, M.M. ;
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > D III Manajemen Pemasaran
Depositing User:	Users 6086 not found.
Date Deposited:	17 Sep 2020 08:30
Last Modified:	17 Sep 2020 08:30
URI:	http://repository.unj.ac.id/id/eprint/10997

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