CD Tesis

Pengaruh E-Wom Pada Ulasan Produk Dan Brand Image Marketplace Tokopedia Terhadap Keputusan Pembelian Mahasiswa Di Kota Pekanbaru

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ILHAM MULYANDI, NIM 2110246775. THE INFLUENCE OF E-WOM ON PRODUCT REVIEWS AND BRAND IMAGE OF TOKOPEDIA MARKETPLACE ON PURCHASE DECISIONS OF STUDENTS IN PEKANBARU CITY. Supervised by Rumyeni and Zulkarnain
Someone can use consumer reviews as an indikator of a product's popularity or value, which will influence their desire to purchase it. Positive reviews indirectly prove that the brand image of the product is valuable to its consumers. Consumers tend to trust products with a good reputation and feel more comfortable purchasing them. Therefore, positive reviews indirectly influence consumers' desire to purchase the product because they believe that the product provides good value for their money and meets their expectations.
This study aims to determine the influence of E-Wom (Electronic Word of Mouth) and brand image on the Tokopedia marketplace on the purchasing decisions of students in Pekanbaru City. The method used in this research is correlational method with a quantitative approach. The sample size used in this study is 100 students. The sampling technique used is accidental sampling. Data analysis is performed using multiple linear regression.
The results revealed the simultaneous and significant influence of E-Wom and brand image on purchasing decisions indicates that both play an important role in shaping consumer preferences. These elements complement each other and influence one another in the consumer decision-making process. Reviews or recommendations from fellow consumers or influencers can shape positive perceptions about specific products or brands on the Tokopedia marketplace. On the other hand, brand image also plays a crucial role in influencing purchasing decisions. Products with a strong and positive brand image can attract consumer attention and trust. The results of this study reveal that both partially and simultaneously, E-Wom and brand image of Tokopedia collectively influence the purchasing decisions of students in Pekanbaru City by 68%, with E-Wom as the dominant influencing variable on purchasing decisions on the Tokopedia marketplace among students in Pekanbaru City.

Keywords: E-WOM, Brand Image, Purchasing Decision, marketplace.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2110246775

Penerbit

Pekanbaru : Universitas Riau – Pascasarjana – Tesis Ilmu Komunikasi., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2110246775

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

ILMU KOMUNIKASI

Info Detail Spesifik

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Pernyataan Tanggungjawab

Melda

Versi lain/terkait

Lampiran Berkas

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