SKRIPSI MBS

PENGARUH KESADARAN MEREK, PRODUCT QUALITY, DAN EWOM TERHADAP KEPUTUSAN PEMBELIAN PRODUK CIMORY YOGHURT SQUEEZE DIMEDIASI MINAT BELI

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ABSTRACT

The aim of this research is the influence of brand awareness, product
quality, ewom on purchasing decisions for Cimory yoghurt squeeze products
through purchase interest as a mediating variable. The population in this study

were Cimory Yoghurt Squeeze consumers. The sampling technique uses a non-
probability sampling technique with a proportional sampling method and

distributing questionnaires via Google Form. The sample in this study was 130
respondents who had purchased Cimory Yoghurt Squeeze products.
The independent variables in this research are Brand Awareness (X1),
Product Quality (X2), and Ewom (X3). The dependent variable in this research is
Purchase Decision (Y) and the Intervening Variable (Z), namely Purchase Interest.
This research method used is a quantitative method and path analysis. Meanwhile,
for data processing, IBM SPSS Statistics 23 software is used.
The results of this research show that (1) brand awareness has a positive
and significant influence on purchase interest (2) product quality has a positive and
significant influence on purchase interest (3) eWOM has a positive and significant
influence on purchase interest (4) brand awareness has an influence positive and
significant influence on purchasing decisions (5) product quality has a positive and
significant influence on purchasing decisions (6) ewom has a positive and
significant influence on purchasing decisions (7) buying interest has a direct and
indirect influence on purchasing decisions directly and indirectly has a positive and
significant influence on purchasing decisions through purchasing interest as a
mediating variable (9) product quality directly and indirectly has a positive and
significant influence on purchasing decisions through purchasing interest as a
mediating variable (10) ewom directly and indirectly has an influence positive and
significant on purchasing decisions through purchasing interest as a mediating
variable.
Keywords: Brand Awareness, Product Quality, Ewom, Purchase Interest, Purchase Decision

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 NIK p 24

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2024

Deskripsi Fisik

21 cm, 181 Halaman

Bahasa

Indonesia

ISBN/ISSN

-

Klasifikasi

2X6.3

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

-

Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Nik Maturahmah

Versi lain/terkait

Lampiran Berkas

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