PENGARUH HARGA DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PRODUK HAND SANITIZER DIMEDIASI OLEH CITRA MEREK DI MASA PANDEMI COVID-19 (Studi Pada Pelanggan Dettol Hand Sanitizer di DKI Jakarta)

MUHAMMAD UMAR AL FIKRI HUMRIS, . (2022) PENGARUH HARGA DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PRODUK HAND SANITIZER DIMEDIASI OLEH CITRA MEREK DI MASA PANDEMI COVID-19 (Studi Pada Pelanggan Dettol Hand Sanitizer di DKI Jakarta). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

	Text COVER.pdf Download (991kB)
	Text BAB 1.pdf Download (194kB)
	Text BAB 2.pdf Restricted to Registered users only Download (361kB) | Request a copy
	Text BAB 3.pdf Restricted to Registered users only Download (236kB) | Request a copy
	Text BAB 4.pdf Restricted to Registered users only Download (511kB) | Request a copy
	Text BAB 5.pdf Restricted to Registered users only Download (199kB) | Request a copy
	Text DAFTAR PUSTAKA.pdf Download (272kB)
	Text LAMPIRAN.pdf Restricted to Registered users only Download (655kB) | Request a copy

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh harga terhadap keputusan pembelian, pengaruh EWOM terhadap keputusan pembelian, pengaruh harga terhadap citra merek, pengaruh EWOM terhadap citra merek, pengaruh citra merek terhadap keputusan pembelian, pengaruh tidak langsung harga terhadap keputusan pembelian melalui citra merek, pengaruh tidak langsung EWOM terhadap keputusan pembelian melalui citra merek. Metode pengumpulan data menggunakan metode survei dengan instrumen berupa kuesioner. Sampel penelitian yang dikumpulkan berjumlah 220 responden pelanggan Hand Sanitizer Dettol. Analisis data menggunakan software SPSS versi 25 dan Lisrel 8.8 untuk mengolah dan menganalisis data hasil penelitian. Hasil pengujian hipotesis menunjukan Harga berpengaruh positif tetapi tidak signifikan terhadap Keputusan pembelian, EWOM berpengaruh positif dan signifikan terhadap Keputusan Pembelian, Harga berpengaruh positif dan signifikan terhadap Citra Merek, EWOM berpengaruh positif dan signifikan terhadap Citra Merek, Citra Merek berpengaruh positif tetapi tidak signifikan terhadap Keputusan Membeli, Citra Merek tidak memediasi antara Harga dan Keputusan Membeli, dan Citra Merek tidak memediasi antara EWOM dan Keputusan Membeli. ***** This study aims to find out the direct influence of price on purchasing decisions, the direct influence of EWOM on purchasing decisions, the direct influence of price on brand image, the direct influence of EWOM on brand image, the direct influence of brand image on purchasing decisions, indirect influence of price on purchasing decisions through brand image, indirect influence of EWOM on purchasing decisions through brand image. The data collection method uses a survey method with an instrument in the form of a questionnaire. The research sample collected amounted to 220 respondents Dettol Hand Sanitizer customers. Data analysis uses SPSS software version 25 and Lisrel 8.8 to process and analyze research data. Hypothesis testing results show that Price has a positive but insignificant effect on purchasing decisions, EWOM has a positive and significant effect on Purchasing Decisions, Price has a positive and significant effect on Brand Image, EWOM has a positive and significant effect on Brand Image, Brand Image has a positive but not significant effect on Buying Decisions, Brand Image does not mediate between Price and Buying Decision, and The Brand Image does not mediate between EWOM and the Buying Decision.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Andi Muhammad Sadat, SE., M.Si., Ph.D ; 2). Rahmi, S.E., M.S.M.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Manajemen
Depositing User:	Users 14699 not found.
Date Deposited:	15 Aug 2022 02:30
Last Modified:	15 Aug 2022 02:30
URI:	http://repository.unj.ac.id/id/eprint/32564

Actions (login required)

View Item