CD Skripsi

Pengaruh Kualitas Produk Dan Electronic Word Of Mouth (E-Wom) Terhadap Keputusan Pembelian Melalui Brand Image Pada Produk Merek Emina Cosmetics Di Shopee Indonesia

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ABSTRACT
This research was conducted with the aim of determining the effect of Product Quality and electronic Word of Mouth (e-WOM) on Purchasing Decisions through Brand Image on Emina Cosmetics brand products on Shopee Indonesia. The population in this study were Pekanbaru City residents who had purchased and used Emina Cosmetics products. Sampling in this study was carried out using a purposive sampling technique using the Lameshow formula so that the number of samples in this study was 100 respondents. The data analysis method of this study used the Structural Equation Modeling - Partial Least Square (SEM-PLS) analysis method with Smart-PLS software version 4.0. The results showed that there was a positive and significant influence between Product Quality on Purchasing Decisions. There was a positive and significant influence between electronic Word of Mouth (e-WOM) on Purchasing Decisions. There was a positive and significant influence between Product Quality on Brand Image. There was a positive and significant influence between electronic Word of Mouth (e-WOM) on Brand Image. There was a positive and significant influence between Product Quality on Purchasing Decisions through Brand Image. There is a positive and significant influence between electronic Word of Mouth (e-WOM) on Purchasing Decisions through Brand Image.
Keyword: Product Quality, electronic Word of Mouth (e-WOM), Brand Image and Purchase Decision

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2102126013

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

2102126013

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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