Fitriawati, Radhiya Esa (2024) Pengaruh Brand Image Dan Electronic Word Of Mouth (E-WOM) Terhadap Keputusan Pembelian SAFF & Co. Di Kupang. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The purpose of this study is to examine how brand perception and electronic word-of-mouth (E-WOM) affect Kupang consumers' decisions to buy SAFF & Co. products. An associative quantitative methodology is employed in the study, and 88 respondents were chosen for the sample using convenience sampling methods. SEM-PLS was used for data analysis after closed questionnaires were used to gather data. The findings demonstrated that E-WOM and brand perception had a strong and favorable impact on consumer decisions. Positive word-of-mouth (E-WOM) from customer reviews impacts consumer purchase decisions, while a good company image boosts consumer trust. To sum up, keeping up a positive internet presence and brand reputation is critical to boosting sales. This study suggests that future research should include more factors and a larger sample size.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics | ||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | radhiya esa fitriawati | ||||||||
| Date Deposited: | 18 Sep 2024 06:37 | ||||||||
| Last Modified: | 18 Sep 2024 06:37 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/29449 |
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