CD Skripsi

Pengaruh Potongan Harga Dan E-Wom Terhadap Brand Image Dan Keputusan Pembelian Pada Point Coffee Di Kota Pekanbaru

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ABSTRACT
Coffee is one of Indonesia's leading commodities, showing an upward trend
in consumption every year. This has triggered competition in the coffee industry,
especially in the city of Pekanbaru. One of the major players is Point Coffee, which
is available in many Indomaret outlets. Strategies such as price discounts and
Electronic Word of Mouth (E-WOM) are used to strengthen brand image and
encourage consumer purchasing decisions. This study aims to analyze the influence
of price discounts and electronic Word of Mouth on brand image and consumer
purchasing decisions for Point Coffee in the city of Pekanbaru. The population in
this study consists of residents of Pekanbaru City who have purchased Point Coffee
products available at various Indomaret stores in Pekanbaru City. The sample
selection in this study was conducted using the purposive sampling technique with
the Hair formula, resulting in a sample size of 150 respondents. The analysis
method used in this study is Structural Equation Modeling – Partial Least Square
(SEM-PLS) using Smart PLS software version 4.0.9.2. The results of this study
indicate that there is a positive and significant influence of the discount variable on
brand image. There is a positive and significant influence of the electronic word of
mouth variable on brand image. There is a positive and significant influence of the
discount variable on purchase decisions. There is a positive and significant
influence of the electronic word of mouth variable on purchase decisions. There is
a positive and significant influence of the discount variable on purchase decisions
through brand image. There is a positive and significant influence of the electronic
word of mouth variable on purchase decisions through brand image.
Keywords: Discount, Electronic Word of Mouth, Brand image, and Purchasing
Decisions

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2102113817

Penerbit

Pekanbaru : Universitas Riau – F.EKONOMI DAN BISNIS – MANAJEMEN., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2102113817

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

daus

Versi lain/terkait

Lampiran Berkas

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