CD Skripsi

Pengaruh Electronic Word Of Mouth Dan Kualitas Produk Terhadap Citra Merek Dan Keputusan Pembelian Produk Distro 3second Pada Generasi Z Di Kota Pekanbaru

---

In the rapidly evolving digital era, Generation Z is exposed to a multitude of information from online reviews that can influence their purchasing decisions. However, brands, particularly those in the streetwear segment like 3Second, face the challenge of effectively leveraging Electronic Word of Mouth (EWOM) and ensuring product quality to build a positive brand image.
This study aims to examine the impact of EWOM and product quality on brand image and purchasing decisions for 3Second products among Generation Z in Pekanbaru. The research employs a quantitative descriptive method, with data sourced from 115 Generation Z respondents who have purchased 3Second products in Pekanbaru, selected through probability sampling. Data analysis is conducted using Partial Least Squares – Structural Equation Modeling (PLS-SEM).
The analysis results indicate that EWOM has a significant positive effect on both brand image and purchasing decisions. Product quality also significantly and positively influences brand image and purchasing decisions. Additionally, brand image positively affects purchasing decisions and serves as a mediator between
EWOM and purchasing decisions, as well as between product quality and purchasing decisions for 3Second products among Generation Z in Pekanbaru.


Keyword: EWOM, product quality, brand image, and purchasing decisions

---

Ketersediaan

Informasi Detail

Judul Seri

-

No. Panggil

2002112118

Penerbit

Pekanbaru : Universitas Riau - FEB - Manajemen., 2024

Deskripsi Fisik

-

Bahasa

Indonesia

ISBN/ISSN

-

Klasifikasi

2002112118

Tipe Isi

-

Tipe Media

-

Tipe Pembawa

-

Edisi

-

Subjek

MANAJEMEN

Info Detail Spesifik

-

Pernyataan Tanggungjawab

Vina

Versi lain/terkait

Lampiran Berkas

Komentar

---

Anda harus masuk sebelum memberikan komentar