PENGARUH E-WOM DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PENGGUNA PRODUK KOSMETIK PIXY

Nabila, Jihan (2023) PENGARUH E-WOM DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PENGGUNA PRODUK KOSMETIK PIXY. Undergraduate thesis, Universitas Muhammadiyah Malang.

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Abstract

This research aims to determine and analyze the influence of E-WoMand brand image on purchasing decisions. This research uses quantitative methods. The data collection technique in this research uses a questionnaire. In this study, the sample used was 120, using purposive sampling. The technique used in this research is the multiple linear regression analysis technique. The research results found that E- WoMhas a positive and significant effect on purchasing decisions, brand image has a positive and significant effect on purchasing decisions, and E-WoMand brand image have a simultaneous effect on purchasing decisions

Item Type: Thesis (Undergraduate)
Student ID: 201910160311617
Keywords: servant leadership, employee performance, organizational cultur
Subjects: A General Works > AS Academies and learned societies (General)
H Social Sciences > HB Economic Theory
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Economics and Business > Department of Management (61201)
Depositing User: 201910160311617 jihannabila21
Date Deposited: 03 Feb 2024 01:33
Last Modified: 03 Feb 2024 01:33
URI: https://eprints.umm.ac.id/id/eprint/3311

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