Pengaruh Social Media Marketing, Word Of Mouth, Dan Brand Awareness Terhadap Purchase Decision Pada Haus! Di Jl.Dipati Ukur Bandung

Napsah, Rahma Syaripatun (2023) Pengaruh Social Media Marketing, Word Of Mouth, Dan Brand Awareness Terhadap Purchase Decision Pada Haus! Di Jl.Dipati Ukur Bandung. Other thesis, Universitas Komputer Indonesia.

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Official URL: https://elibrary.unikom.ac.id/

Abstract

Penelitian ini bertujuan untuk menganalisis sejauh mana pengaruh Social Media Marketing, Word Of Mouth dan Brand Awareness terhadap Purchase Decision pada konsumen Haus!. Penelitian ini dilakukan dengan pendekatan kuantitatif dengan metode penelitian deskriptif dan verifikatif. Permasalahan dalam kajian ini yaitu bagaimana pengaruh Social Media Marketing, Word Of Mouth dan Brand Awareness terhadap Purchase Decision baik secara parsial maupun simultan.Pengumpulan data primer dilakukan dengan menyebar kuisioner pada sampel sebanyak 70 konsumen Haus!. Metode analisis yang digunakan dalam penelitian ini adalah metode analisis regresi linier berganda.Hasil penelitian menunjukan variabel Social Media Marketing secara parsial mempunyai pengaruh terhadap Purchase Decision, sementara Word Of Mouth secara parsial mempunyai pengaruh terhadap Purchase Decision, dan Brand Awareness secara parsial mempunyai pengaruh terhadap Purchase Decision. Serta Social Media Marketing, Word Of Mouth dan Brand Awareness secara simultan memiliki pengaruh yang signifikan terhadap Purchase Decision.

Item Type: Thesis (Other)
Uncontrolled Keywords: Social Media Marketing, Word Of Mouth, Brand Awareness, Purchase Decision
Subjects: 600_TECHNOLOGY. > 650_Management & Auxiliary Services.
H Social Sciences > HB Economic Theory
Divisions: S1_SKRIPSI > FEB_Manajemen (12)
Depositing User: Mia Hayati Kosasih
Date Deposited: 05 Mar 2024 02:09
Last Modified: 05 Mar 2024 02:09
URI: http://elibrary.unikom.ac.id/id/eprint/9223

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