CD Skripsi

"Pengaruh Kualitas Produk Dan Electronic Word Of Mouth (E-Wom) Terhadap Brand Image Dan Keputusan Pembelian Produk Kopi Janji Jiwa Di Kota Pekanbaru"

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ABSTRACT

This study aims to analyze the effect of Product Quality (X1) and Electronic Word Of Mouth (E-WOM) (X2) on Brand Image (Z) and Purchasing Decision (Y) of Janji Jiwa Coffee Products in Pekanbaru City. The population in this study is consumers of Janji Jiwa Coffee products in the city of Pekanbaru. In this study, a sample of 105 respondents was obtained by purposive sampling method. This study used primary data obtained from the distribution of questionnaires distributed to consumers of Janji Jiwa Coffee in Pekanbaru City. Data analysis techniques consist of classical assumption tests (validity tests, reliability tests, normality tests, multicollinearity tests and heteroscedasticity tests) and hypothesis tests (f tests, t tests, and path analysis) by using IBM SPSS version 26.0. The results showed that: 1) Product Quality affects the Brand Image of Janji Jiwa Coffee Products in Pekanbaru City, 2) E-WOM affects the Brand Image of Janji Jiwa Coffee Products in Pekanbaru City, 3) Product Quality affects the Purchase Decision of Janji Jiwa Coffee Products in Pekanbaru City, 4) E-WOM affects the Purchase Decision of Janji Jiwa Coffee Products in Pekanbaru City, 5) Brand Image affects the Purchase Decision of Janji Jiwa Coffee Products in Pekanbaru City, 6) Product Quality affects Purchasing Decisions through Brand Image of Janji Jiwa Coffee Products in Pekanbaru City, 7) E-WOM influences Purchasing Decisions through Brand Image of Janji Jiwa Coffee Products in Pekanbaru City.

Keywords: Product quality, Electronic Word Of Mouth (E-WOM), Brand Image, Purchasing Decision.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2002112945

Penerbit

Pekanbaru : Universitas Riau - FEB - Manajemen., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2002112945

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

Rahmat Hidayat Syahputra

Versi lain/terkait

Lampiran Berkas

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