PENGARUH SOCIAL MEDIA MARKETING ACTIVITIES, ELECTRONIC WORD OF MOUTH DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN UNIQLO (Survei Pada Konsumen Uniqlo Di Daerah Istimewa Yogyakarta)

LASMANA, GANANG (2024) PENGARUH SOCIAL MEDIA MARKETING ACTIVITIES, ELECTRONIC WORD OF MOUTH DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN UNIQLO (Survei Pada Konsumen Uniqlo Di Daerah Istimewa Yogyakarta). Other thesis, UPN Veteran Yogyakarta.

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Abstract

PENGARUH SOCIAL MEDIA MARKETING ACTIVITIES,
ELECTRONIC WORD OF MOUTH DAN KUALITAS PRODUK
TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN UNIQLO
(Survei pada Konsumen Uniqlo di Daerah Istimewa Yogyakarta)
GANANG LASMANA
NIM 141170247
Mahasiswa Program Studi Manajemen
Fakultas Ekonomi dan Bisnis UPN “Veteran” Yogyakarta
glasmana21@gmail.com
ABSTRAK
Penelitian ini bertujuan untuk mengetahui pengaruh Social Media Marketing
Activities, Electronic Word Of Mouth dan Kualitas Produk terhadap
Keputusan Pembelian Konsumen Uniqlo di Daerah Istimewa Yogyakarta.
Data diperoleh dengan pendekatan kuantitatif yang menggunakan metode
survei menggunakan kuesioner yang dibagikan melalui Google Formulir
sebagai instrumen pengumpulan data, dengan jumlah responden sebanyak 110
orang. Populasi dalam penelitian ini adalah konsumen Uniqlo di Daerah
Istimewa Yogyakarta, menggunakan data primer dengan metode purposive
sampling. Kriteria responden dalam penelitian ini merupakan konsumen
Uniqlo di Daerah Istimewa Yogyakarta yang telah melakukan pembelian
produk Unilo.Teknik analisis data yang digunakan adalah regresi linear
berganda. Hasil penelitian menunjukkan bahwa 1) Social Media Marketing
Activities, Electronic Word Of Mouth dan Kualitas Produk secara bersama-
sama berpengaruh signifikan terhadap Keputusan Pembelian, 2) Social
Media Marketing Activities berpengaruh signifikan terhadap Keputusan
Pembelian, 3) Electronic Word Of Mouth berpengaruh signifikan terhadap
Keputusan Pembelian, 4) Kualitas Produk berpengaruh signifikan terhadap
Keputusan Pembelian.
Kata Kunci: Social Media Marketing Activities, Electronic Word Of
Mouth, Kualitas Produk, Keputusan Pembelian
THE INFLUENCE OF SOCIAL MEDIA MARKETING
ACTIVITIES, ELECTRONIC WORD OF MOUTH AND PRODUCT
QUALITY ON UNIQLO CONSUMER PURCHAISING DECISIONS
(Survey of Uniqlo Consumers in the Special Region of Yogyakarta)
GANANG LASMANA
NIM 141170247
Management Study Program
Faculty of Economics and Bussiness UPN ”Veteran” Yogyakarta
glasmana21@gmail.com
ABSTRACT
This study aims to determine the influence of Social Media Marketing
Activities, Electronic Word Of Mouth and Product Quality on Uniqlo
Consumer Purchasing Decisions in the Special Region of Yogyakarta. Data
was obtained using a quantitative approach using a survey method using a
questionnaire distributed via Google Forms as a data collection instrument,
with a total of 110 respondents. The population in this research is Uniqlo
consumers in the Special Region of Yogyakarta, using primary data with a
purposive sampling method. The criteria for respondents in this research are
Uniqlo consumers in the Special Region of Yogyakarta who have purchased
Uniqlo products. The data analysis technique used is multiple linear
regression. The research results show that 1) Social Media Marketing
Activities, Electronic Word Of Mouth and Product Quality together have a
significant effect on Purchasing Decisions, 2) Social Media Marketing
Activities has a significant effect on Purchasing Decisions, 3) Electronic
Word Of Mouth has a significant effect on purchasing decisions, 4) Product
quality has a significant effect on purchasing decisions.
Keywords: Social Media Marketing Activities, Electronic Word Of Mouth,
Product Quality, Purchasing Decisions

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Social Media Marketing Activities, Electronic Word Of Mouth, Product Quality, Purchasing Decisions
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Eko Yuli
Date Deposited:	20 May 2024 06:49
Last Modified:	20 May 2024 06:49
URI:	http://eprints.upnyk.ac.id/id/eprint/39476

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