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SKRIPSI MBS

PENGARUH PERSEPSI KUALITAS PRODUK DAN ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI PADA PRODUK ELLA SKINCARE

ABSTRACT The purpose of this study was to analyze how the influence of perceptions of product quality and electronic word of mouth on buying interest in Ella Skincare products. The research method used is quantitative with the sampling technique used in this research is non-probability sampling in the form of purposive sampling. The research data source used was primary data using the statistical data analysis tool SPSS 23 program. The sample in this study was 100 respondents with the data collection method by distributing questionnaires. The results of the study show that perceived product quality has a positive and significant influence on buying interest in Ella Skincare products. That is, an increasingly positive perception of quality will increase consumer buying interest in the product. Then electronic word of mouth has a positive and significant influence on buying interest in Ella Skincare products. That is, the more electronic word of mouth (E-WOM) received, the greater the effect on consumer buying interest. Keywords: Perceived Product Quality, Electronic Word of Mouth and Purchase Intention

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Informasi Detail
Judul Seri
-
No. Panggil
2X6.3 MEY p 23
Penerbit
SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said.,
Deskripsi Fisik
21 cm, 108 halaman
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
2X6.3
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
Manajemen Bisnis Syariah
Info Detail Spesifik
-
Pernyataan Tanggungjawab
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