PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) DAN PRODUCT QUALITY TERHADAP PURCHASE DECISION DENGAN BRAND IMAGE SEBAGAI VARIABEL MEDIASI (Survei Pada Konsumen Produk Avoskin di Daerah Istimewa Yogyakarta)

YUNI, GALIH TRIA (2024) PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) DAN PRODUCT QUALITY TERHADAP PURCHASE DECISION DENGAN BRAND IMAGE SEBAGAI VARIABEL MEDIASI (Survei Pada Konsumen Produk Avoskin di Daerah Istimewa Yogyakarta). Other thesis, UPN "Veteran" Yogyakarta.

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Abstract

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PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) DAN PRODUCT
QUALITY TERHADAP PURCHASE DECISION DENGAN BRAND IMAGE
SEBAGAI VARIABEL MEDIASI
(Survei Pada Konsumen Produk Avoskin di Daerah Istimewa Yogyakarta)
GALIH TRIA YUNI
NIM. 141200231
E-mail : galihtriay@gmail.com
Dosen Pembimbing :
Dr. Nina Fapari Arif, M.Si
ABSTRAK
Penelitian ini bertujuan untuk menguji pengaruh Electronic Word of Mouth (E-
WOM) dan product quality terhadap purchase decision dengan brand image sebagai
variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan
pengambilan data menggunakan metode kuesioner. Populasi dalam penelitian ini
merupakan seluruh konsumen Produk Avoskin di Daerah Istimewa Yogyakarta
dengan pengambilan sampel sebanyak 100 responden. Data yang diperoleh
merupakan data primer yang berasal dari jawaban responden sebanyak 100
konsumen Produk Avoskin di Daerah Istimewa Yogyakarta dengan menggunakan
teknik purposive sampling. Pengumpulan data dalam penelitian ini dihitung
menggunakan skala likert kemudian di olah dan dianalisis menggunakan PLS pada
software SmartPLS 4.1. Hasil penelitian menunjukan bahwa : 1) Electronic Word of
Mouth (E-WOM) berpengaruh secara positif dan signifikan terhadap purchase
decision, 2) Product quality berpengaruh secara positif dan signifikan terhadap
purchase decision, 3) Brand image berpengaruh secara positif dan signifikan
terhadap purchase decision, 4) Electronic Word of Mouth (E-WOM) berpengaruh
secara positif dan signifikan terhadap brand image, 5) Product quality berpengaruh
secara positif dan signifikan terhadap brand image, 6) Electronic Word of Mouth
(E-WOM) berpengaruh secara positif dan signifikan terhadap purchase decision
dimediasi oleh brand image, 7) Product quality berpengaruh secara positif dan
signifikan terhadap purchase decision dimediasi oleh brand image.
Kata Kunci : Electronic Word of Mouth (E-WOM), Product Quality, Brand Image,
Purchase Decision.
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THE INFLUENCE OF ELECTRONIC WORD OF MOUTH (E-WOM) AND
PRODUCT QUALITY ON PURCHASE DECISIONS WITH BRAND
IMAGE AS A MEDIATING VARIABLE
(Survey on Avoskin Product Consumers in the Special Region of Yogyakarta)
GALIH TRIA YUNI
NIM. 141200231
E-mail : galihtriay@gmail.com
Dosen Pembimbing :
Dr. Nina Fapari Arif, M.Si
ABSTRACT
This study aims to examine the effect of Electronic Word of Mouth (E-WOM) and
product quality on purchase decisions with brand image as a mediating variable.
This study uses a quantitative approach with data collection using a questionnaire
method. The population in this study were all consumers of Avoskin Products in the
Special Region of Yogyakarta with a sampling of 100 respondents. The data
obtained is primary data derived from respondents' answers as many as 100
consumers of Avoskin Products in the Special Region of Yogyakarta using purposive
sampling technique. Data collection in this study was calculated using a Likert
scale and then processed and analyzed using PLS on SmartPLS 4.1 software. The
results showed that: 1) Electronic Word of Mouth (E-WOM) has a positive and
significant effect on purchase decisions, 2) Product quality has a positive and
significant effect on purchase decisions, 3) Brand image has a positive and
significant effect on purchase decision, 4) Electronic Word of Mouth (E-WOM) has
a positive and significant effect on brand image, 5) Product quality has a positive
and significant effect on brand image, 6) Electronic Word of Mouth (E-WOM) has
a positive and significant effect on purchase decisions mediated by brand image, 7)
Product quality has a positive and significant effect on purchase decisions mediated
by brand image.
Keyword : Electronic Word of Mouth (E-WOM), Product Quality, Brand Image,
Purchase Decision.

Item Type: Thesis (Other)
Uncontrolled Keywords: Electronic Word of Mouth (E-WOM), Product Quality, Brand Image, Purchase Decision.
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Law, Arts and Social Sciences > School of Management
Depositing User: Eko Yuli
Date Deposited: 16 May 2024 06:51
Last Modified: 16 May 2024 06:51
URI: http://eprints.upnyk.ac.id/id/eprint/39444

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