Analisis Dampak Electronik Word of Mouth Terhadap Keputusan Pembelian Produk Somethinc (Studi Empirik pada Mahasiswa FEB Universitas Muhammadiyah Surakarta)

Afrianti, Putri Lehha and , Lukman Hakim, S.E., M.Si (2022) Analisis Dampak Electronik Word of Mouth Terhadap Keputusan Pembelian Produk Somethinc (Studi Empirik pada Mahasiswa FEB Universitas Muhammadiyah Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.

	PDF (Naskah Publikasi) Naskah Publikasi.pdf Download (852kB)
	PDF (Halaman Depan) Halaman Depan.pdf Download (755kB)
	PDF (Bab I) Bab I.pdf Download (154kB)
	PDF (Bab II) Bab II.pdf Restricted to Repository staff only Download (190kB) | Request a copy
	PDF (Bab III) Bab III.pdf Restricted to Repository staff only Download (284kB) | Request a copy
	PDF (Bab IV) Bab IV.pdf Restricted to Repository staff only Download (388kB) | Request a copy
	PDF (Bab V) Bab V.pdf Restricted to Repository staff only Download (88kB) | Request a copy
	PDF (Daftar Pustaka) Daftar Pustaka.pdf Download (208kB)
	PDF (Lampiran) Lampiran.pdf Restricted to Repository staff only Download (537kB) | Request a copy
	PDF (Surat Pernyataan Publikasi) Surat-Pernyataan-Publikasi-28-September-2022-Revisi-09_ok_.pdf Restricted to Repository staff only Download (315kB) | Request a copy

Abstract

This study aims to analyze the impact of Electronic Word of Word on Purchase Decisions on Something Products, using the variables Intensity, Positive Comments, Negative Comments, and Content. This research method uses multiple linear regression analysis with a quantitative approach based on the answers to the questionnaire given to the respondents. The population or object of this study were FEB students at the Muhammadiyah University of Surakarta and the sample used was 100 respondents. The analytical method in this study uses descriptive analysis, instrument test (validity and reliability), classical assumption test (normality, multicollinearity and heteroscedasticity), multiple linear regression analysis, T test, F test and the coefficient of determination R². Based on the research conducted, it shows that the test results have obtained that Electronic word of mouth using the variable Intensity, Positive Comments, Negative Comments and Content has a positive and significant effect on Purchase Decisions.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Electronic word of mouth, Intensity, Positive Comments, Negative Comments, Content, Purchase Decision
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	PUTRI LEHHA AFRIANTI
Date Deposited:	09 Jan 2023 06:32
Last Modified:	09 Jan 2023 06:32
URI:	http://eprints.ums.ac.id/id/eprint/107015

Actions (login required)

View Item