Zuniyanto, Erniz Regi Nobelyta (2025) Pengaruh Brand Image, Product Quality, dan Electronic Word Of Mouth Terhadap Purchase Decision Pada Produk Helm Cargloss (Studi Pada Pengguna Produk Helm Cargloss di Surabaya). Undergraduate thesis, UPN "Veteran" Jawa Timur.
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Abstract
This study aims to determine the significant influence of brand image, product quality, and electronic word of mouth both simultaneously and partially on purchase decisions on Cargloss helmet products in Surabaya. This type of research is associative research with a quantitative approach. This sampling technique uses a non-probability sampling method by applying a purposive sampling approach. In this study, the population used was residents of Surabaya City with a sample of 100 respondents who were Cargloss helmet users. The data collection method uses a questionnaire distributed to respondents who match the criteria. The data analysis technique uses linear multiple regression analysis. This study states that the variables Brand Image, Product Quality, and Electronic Word of Mouth simultaneously have a significant effect on Purchase Decision on Cargloss helmet products in Surabaya. The results also show that there is a significant effect of Brand Image, Product Quality, and Electronic Word of Mouth partially on Purchase Decision on Cargloss helmet products in Surabaya.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | ZUNIYANTO ERNIZ REGI NOBELYTA | ||||||||
| Date Deposited: | 26 May 2025 06:36 | ||||||||
| Last Modified: | 26 May 2025 06:36 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/36522 |
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