FAKTOR-FAKTOR YANG MEMENGARUHI PURCHASE INTENTION TERHADAP PURCHASE DECISION PADA PRODUK BUSANA MUSLIM HIJAB PREMIUM

SARTIKA JULIANA, . (2023) FAKTOR-FAKTOR YANG MEMENGARUHI PURCHASE INTENTION TERHADAP PURCHASE DECISION PADA PRODUK BUSANA MUSLIM HIJAB PREMIUM. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini dilakukan dengan tujuan untuk menguji masing-masing pengaruh dari viral marketing, electronic word of mouth, dan brand awareness terhadap purchase intention. Serta menguji masing-masing pengaruh viral marketing, electronic word of mouth, brand awareness, dan purchase intention terhadap purchase decision. Metode pengumpulan data yang digunakan dalam penelitian ini adalah dengan menggunakan survei atau kuesioner yang disebarkan menggunakan office forms. Sampel yang digunakan dalam penelitian ini sebanyak 205 responden. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik analisis data SEM (Structural Equation Modelling). Hasil penelitian ini menunjukan bahwa viral marketing, electronic word of mouth, dan brand awareness masing-masing memiliki pengaruh secara positif dan signifikan terhadap purchase intention. Brand awareness dan purchase intention masing-masing juga memiliki pengaruh terhadap purchase decision. Sementara pada viral marketing dan electronic word of mouth masing-masing ditemukan tidak memiliki pengaruh yang cukup signifikan terhadap purchase decision. ***** This study was conducted with the aim of examining the influence of viral marketing, electronic word of mouth, and brand awareness on purchase intention. And the influence of viral marketing, electronic word of mouth, brand awareness, and purchase intention on purchase decisions. This study using survey or questionnaires by office forms for method to collect data with a sample of 205 respondents. This research uses a quantitative with SEM (Structural Equation Modelling) for data analysis techniques. The results of this study show that viral marketing, electronic word of mouth, and brand awareness each have a positive and significant influence on purchase intention. Brand awareness and purchase intention each also have an influence on purchase decisions. While viral marketing and electronic word of mouth were each found not to have a significant enough influence on purchase decisions.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D ; 2). Rahmi, S.E., M.S.M.
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Sartika Juliana .
Date Deposited:	16 Feb 2024 01:22
Last Modified:	16 Feb 2024 01:22
URI:	http://repository.unj.ac.id/id/eprint/44886

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