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ANALISIS PENGARUH E-WOM, CITRA MEREK, DAN PERSONAL BRANDING TERHADAP KEPUTUSAN PEMBELIAN MINUMAN MENANTEA (Pada Konsumen di Kota Surakarta)

ABSTRACT

The development of the internet which is increasingly widespread has led to
the emergence of trends in the use of social media. This makes business people have
a variety of new ways to compete with other business people. So this resulted in
intense competition in attracting consumer buying interest. The purpose of this
study is to determine the effect of E-WOM, Brand Image, and Personal Branding
on purchasing decisions on the Menantea beverage brand.
This type of research uses quantitative research using primary data as a
data source. The population in this study are "Menantea" consumers. Determining
the number of samples in this study uses the Ferdinand formula, which is 5 to 10
times the number of indicators. The sampling technique used in this study is
nonprobability sampling. The data collection method uses a questionnaire
distributed through the Google Form and uses a 1-5 Likert Scale. Data were
analyzed using the SPSS for Windows Relations 20 program.
The results of data analysis in the research show that the Electronic Word
Of Mouth (X1) variable has a significant positive effect on purchasing decisions.
The Brand Image variable (X2) has a significant positive effect on purchasing
decisions. The Personal Branding variable (X3) has a significant positive effect on
purchasing decisions. From the results of the F test, it can be concluded that
together or simultaneously the variables E-WOM, Brand Image and Personal
Branding have a positive and significant effect on purchasing decisions.

Keywords : Electronic Word Of Mouth, Brand Image, Personal Branding and
Purchase Decision

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Informasi Detail
Judul Seri
-
No. Panggil
2X6.3 ULF a 23
Penerbit
SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said.,
Deskripsi Fisik
21 cm, 115 halaman
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
2X6.3
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
Manajemen Bisnis Syariah
Info Detail Spesifik
-
Pernyataan Tanggungjawab
Versi lain/terkait

Tidak tersedia versi lain

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