Rizki, Lutfi Nur (2024) PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) DAN PERCEIVED QUALITY TERHADAP KEPUTUSAN PEMBELIAN PRODUK SMARTPHONE XIAOMI PADA MAHASISWA UPN VETERAN JAWA TIMUR. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The development of the modern era and the influence of globalization have made communication a very important aspect for all segments of society. Effective marketing techniques such as e-WOM and perceived quality are needed to enhance purchasing decisions. This research uses Xiaomi smartphones as the object of study among students at UPN Veteran Jawa Timur to determine the influence of e-WOM and perceived quality on purchasing decisions. This research uses a quantitative methodology. The population of the study is students at UPN Veteran Jawa Timur who own Xiaomi smartphones. The sample consists of 100 respondents who are Xiaomi smartphone users and students at UPN Veteran Jawa Timur. All tests were conducted using the SmartPLS program. Based on the research results, it is shown that Electronic Word of Mouth (e-WOM) and perceived quality have a positive and significant influence on purchasing decisions. These findings are consistent with the research by Indah Sari and Tri Rinawati (2022), which also identified that electronic word of mouth (e-WOM) positively influences purchasing decisions. Additionally, in the research by Febri Adi Purba and Ika Susilowati (2022), it is also identified that perceived quality positively influences purchasing decisions.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | A General Works > AS Academies and learned societies (General) L Education > L Education (General) |
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| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Lutfi Nur Rizki | ||||||||
| Date Deposited: | 22 Jul 2024 02:00 | ||||||||
| Last Modified: | 22 Jul 2024 02:00 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/26846 |
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