-, Hikmahanvazia and -, Ahmad Mardalis, SE., MBA (2022) Pengaruh Electronic Word Of Mouth , Brand Image, Brand Trust, Dan Social Media Influencer Terhadap Keputusan Pembelian Produk Hijab Di Instagram. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This study aims to analyze the influence of electronic word of mouth, brand image, brand trust, and social media influencer on purchasing decisions hijab products on Instagram. The sample in this study were 100 respondents. The sampling technique is purposive sampling and the number of respondents is determined using the Slovin formula. The data analysis technique used was SEM-PLS whose calculations were assisted by the SmartPLS 3.0 program. The evaluation analysis of the Partial Least Square (PLS) model is carried out by evaluating the outer model and evaluating the inner model. The results of data analysis indicate that: (1) electronic word of mouth has a positive and significant effect on purchasing decisions, (2) brand image has a positive and significant effect on purchasing decisions, (3) ) brand trust has a positive and significant effect on purchasing decisions, (4) social media influencer has a positive and significant effect on purchasing decisions.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Electronic word of mouth, brand image, brand trust, social media influencer |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | HIKMAHANVAZIA |
| Date Deposited: | 28 Feb 2022 17:37 |
| Last Modified: | 28 Feb 2022 17:37 |
| URI: | http://eprints.ums.ac.id/id/eprint/98904 |
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