Pengaruh Electronic Word Of Mouth Dan Citra Merek Terhadap Keputusan Pembelian Nature Republic Aloe Vera 92% Soothing Gel

Mutiara Mutiara, Putu Nina Madiawati

Abstract

ABSTRAK Penelitian digunakan untuk mengetahui dan menganalisis eletronic word of mouth, citra merek, keputusan pembelian pada Nature Republic Aloe Vera 92% Soothing Gel, mengetahui dan menganalisis besarnya pengaruh eletronic word of mouth terhadap keputusan pembelian Nature Republic Aloe Vera 92% Soothing Gel, mengetahui dan menganalisis besarnya pengaruh pengaruh citra merek terhadap keputusan pembelian Nature Republic Aloe Vera 92% Soothing Gel, dan mengetahui serta menganalisis besarnya pengaruh eletronic word of mouth dan citra merek terhadap terhadap keputusan pembelian Nature Republic Aloe Vera 92% Soothing Gel. Penelitian ini dilakukan dengan menggunakan metode kuantitatif dan studi deskriptif melalui media kuesioner dari populasi konsumen Nature Republic Aloe Vera 92% Soothing Gel dengan sampel 100 responden, menggunakan skala pengukuran likert yang dilengkapi dengan berbagai teknik pengumpulan data. penelitian ini menggunakan uji validitas dan uji reabilitas dengan metode yang digunakan yaitu regresi linear berganda. Berdasarkan penelitian yang telah dilakukan, persentase pengaruh electronic word of mouth sebesar 78,88% yang masuk dalam kategori baik, persentase pengaruh citra merek sebesar 77,55% masuk dalam kategori baik, persentase keputusan pembelian 75,31% sehingga masuk dalam kategori baik, electronic word of mouth dan citra merek berpegaruh terhadap keputusan pembelian dengan nilai masing-masing pengaruh variabel adalah electronic word of mouth sebesar 0,382 dari citra merek 2,286. Electronic word of mouth berpengaruh signifikan secara parsial terhadap keputusan pembelian dengan nilai thitung 3,729 dan citra merek berpengaruh signifikan secara parsial terhadap keputusan pembelian dengan nilai thitung sebesar 10,165. Electronic word of mouth dan citra merek mempengaruhi keputusan pembelian sebesar 71,8% dan 28,2% di pengaruhi oleh variabel lain yang tidak diteliti. Kata Kunci: Electronic Word Of Mouth, Citra Merek, Keputusan Pembelian, Regresi Linear Berganda ABSTRACT The study was used to determine and analyze electronic word of mouth, brand image, purchase decision at Nature Republic Aloe Vera 92% Soothing Gel, to know and analyze the effect of electronic word of mouth on the purchase decision of Nature Republic Aloe Vera 92% Soothing Gel, to know and analyze the magnitude of the influence of the brand image on the decision to purchase Nature Republic Aloe Vera 92% Soothing Gel, and find out and analyze the magnitude of the influence of electronic word of mouth and brand image on the purchase decision of Nature Republic Aloe Vera 92% Soothing Gel. This research was conducted using quantitative methods and descriptive studies through questionnaire media from the consumer population of Nature Republic Aloe Vera 92% Soothing Gel with a sample of 100 respondents, using the Likert measurement scale equipped with various data collection techniques. this research uses validity test and reliability test with the method used is multiple linear regression. Based on the research that has been done, the percentage of the influence of electronic word of mouth is 78.88% which falls into the good category, the percentage of the influence of brand image is 77.55% in the good category, the percentage of purchasing decisions is 75.31% so that it falls into the good category. electronic word of mouth and brand image have an effect on purchasing decisions with the value of each variable influence is electronic word of mouth by 0.382 from 2,286 brand image. Electronic word of mouth partially has a significant effect on purchasing decisions with a tcount of 3.729 and a brand image partially has ISSN : 2355-9357 e-Proceeding of Management : Vol.6, No.1 April 2019 | Page 1099 a significant effect on purchasing decisions with a tcount of 10.165. Electronic word of mouth and brand image influence purchasing decisions of 71.8% and 28.2% are influenced by other variables not examined. Keywords: Electronic Word Of Mouth, Brand Image, Purchasing Decision, Multiple Linear Regression

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