Makrifat, Thiang (2025) Brand Awareness, Electronic Word of Mouth, dan Integrated Marketing Dalam Pengaruhnya Terhadap Keputusan Pembelian Pada Produk Bonpay Rhanindi. Undergraduate thesis, Universitas Pembangunan Nasional "Veteran" Jawa Timur.
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Abstract
The growth of e-commerce in Indonesia offers significant opportunities for businesses but also presents new challenges. Bonpay Rhanindi, an innovative papaya-based shredded meat product from Sidoarjo, faces issues such as low brand awareness, extreme reviews in electronic word of mouth (e-WoM), and suboptimal integrated marketing implementation, resulting in declining sales on the Shopee marketplace. This study aims to analyze the influence of brand awareness (X1), e-WoM (X2), and integrated marketing (X3) on purchasing decisions (Y). A quantitative approach using Structural Equation Modeling-Partial Least Square (SEM-PLS) was employed. Primary data were collected through questionnaires distributed to 62 respondents using purposive sampling techniques. The results reveal that partially, brand awareness (X1) has a path coefficient value of 0.36, e-WoM (X2) 0.31, and integrated marketing (X3) 0.34 on purchasing decisions (Y). Simultaneously, these three variables contribute 65.3% to purchasing decisions (R² = 0.653), with e-WoM being the most influential variable. These findings highlight the importance of enhancing e-WoM strategies and strengthening brand awareness to improve product competitiveness in e-commerce.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | S Agriculture > S Agriculture (General) | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Thiang Makrifat | ||||||||||||
| Date Deposited: | 20 Jan 2025 08:30 | ||||||||||||
| Last Modified: | 20 Jan 2025 08:30 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/34154 |
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