Trisepta, Tasya (2026) Pengaruh Electronic Word of Mouth (E-WOM) dan Kualitas Produk Terhadap Keputusan Pembelian Produk Album Fisik Treasure di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The rapid development of the Korean Wave in Indonesia has significantly impacted the high consumption of K-Pop products, including Treasure's physical albums, which hold collectible value for fans. In an increasingly competitive market, marketing plays a crucial role in business success by driving purchasing decisions. In the era of digital marketing, Electronic Word of Mouth (E-WOM) has become a widely used marketing communication medium among consumers due to its ability to quickly provide information in the form of reviews and product usage experiences through social media. Additionally, Product Quality serves as a competitive advantage related to the condition and suitability of the product received by consumers. This study aims to determine and analyze the influence of Electronic Word of Mouth (E-WOM) and Product Quality on the Purchase Decisions of Treasure's physical albums in Surabaya. This study employs a quantitative approach and analyzes the data using the Structural Equation Modeling method based on Partial Least Squares (PLS-SEM) via SmartPLS. The study population consists of consumers who have purchased and used Treasure's physical album products in Surabaya. The research sample comprises 96 respondents selected using a purposive sampling technique. Data collection was conducted through the distribution of online questionnaires and measured using a Likert scale. The analysis results indicate that both Electronic Word of Mouth (E-WOM) and Product Quality variables have a positive and significant influence on the Purchase Decisions of Treasure's physical album products in Surabaya. Keywords: electronic word of mouth; product quality; purchase decision; Treasure physical album
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Tasya Trisepta | ||||||||
| Date Deposited: | 15 Jul 2026 04:11 | ||||||||
| Last Modified: | 15 Jul 2026 05:01 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/55515 |
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