VIANA NORMA YUNITA, OCTA (2022) PENGARUH KUALITAS PELAYANAN DAN EKUITAS MEREK TERHADAP KEPUTUSAN KONSUMEN DALAM MEMBELI PRODUK H&M DI KOTA SURABAYA DENGAN ELECTRONIC WORD OF MOUTH SEBAGAI VARIABEL MODERATOR. Undergraduate thesis, UPN "VETERAN" JAWA TIMUR.
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Abstract
H&M is an international brand that has long been known by most people in Indonesia. In order to win the competition, H&M makes efforts such as providing competitive advantages and offering quality service that can provide comfort and satisfaction for customers, besides that H&M continues to strive to stay ahead of its competitors who offer similar products. The goods offered are varied with many models and follow current trends, and always have the latest innovations. The research method used is an explanatory quantitative approach. The source of data for this study was obtained directly from the distribution of questionnaires to H&M consumers in the Surabaya area. The analysis technique in this study uses the Validity and Reliability Test. Then after that using Descriptive Analysis and Hypothesis Testing. The results of the F test in this study showed that Fcount was 20.516 and Ftable was 2.70, so that Fcount > Ftable was 20.516 > 2.70. The t-test of the Service Quality variable shows the results of tcount > ttable of 4.945 > 1.985 with a significant value of 0.05. Hypothesis Test Results 1 Simultaneously the variables of Service Quality, Brand Equity, and Electronic Word of Mouth have a positive and significant effect on purchasing decisions for H&M products. Hypothesis 2 Service Quality variables partially have a positive and significant influence on the Purchase Decision of H&M products. Hypothesis 3 Brand Equity variables partially have a positive and significant influence on the Service Quality of H&M products. Hypothesis 4 Electronic Word of Mouth moderates the effect of Service Quality on Purchase Decisions for H&M products. Hypothesis 5 Electronic Word of Mouth moderates the effect of Brand Equity on Purchase Decisions for H&M products. Keywords: service quality, brand equity, EWOM and purchasing decisions
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Octa Viana Norma Yunita | ||||||||
| Date Deposited: | 16 Sep 2022 09:14 | ||||||||
| Last Modified: | 28 Sep 2022 03:58 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/9073 |
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