ADINDA SALSABILA, FIRLYA (2024) PENGARUH ELECTRONIC WORD OF MOUTH DAN KESADARAN MEREK (BRAND AWARNESS) TERHADAP MINAT BELI PADA SNEAKERS BOUTIQUE & APPAREL DI HOY BY HOY. Strata 1 thesis, Universitas Teknokrat Indonesia.
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Abstract
information shared by someone can be input for anyone who sees it. Knowledge obtained from social media is considered effective in reducing the risk or uncertainty experienced by potential consumers. From these reviews opinions are formed that influence the image of a company. This research aims to determine the influence of electronic word of mouth and brand awareness on the purchase price of sneakers at HoybyHoy Bandar Lampung.The sample used in this research was consumers who had bought sneakers at Hoybyhoy Bandar Lampung with a total of 120 respondents. The method used in this research is quantitative associative causal. Research data was processed using SPSS 25 software with multiple linear regression analysis techniques. The independent variables in this research were Electronic Word Of Mouth (X1), Brand Awareness (X2).The dependent variable in this research is Purchase Interest (Y). The results of this research show that the Electronic Word of Mouth variable partially influences purchasing interest, the influence of brand awareness has a positive influence on purchasing interest, and the influence of electronic word of mouth and brand awareness simultaneously influences interest buy. Keywords: Electronic Word Of Mouth, Brand Awareness, Purchase Interest ABSTRAK Ulasan atau pun informasi yang dibagikan oleh seseorang bisa menjadi masukan bagi siapapun yang melihatnya, pengetahuan yang diperoleh dari media sosial dianggap efektif dalam mengurangi risiko ataupun ketidak pastian yang dialami oleh calon konsumen,dari ulasan tersebut terbentuklah opini yang mempengaruhi citra sebuah perusahaan. Penelitian ini bertujuan untuk mengetahui pengaruh Electronic word of mouth dan Brand Awarness terhadap minal beli sneakers di HoybyHoy Bandar Lampung. Sampel yang digunakan dalam penelitian ini adalah konsumen yang pernah membeli sneakers di Hoybyhoy Bandar Lampung dengan jumlah 120 responden. Metode yang digunakan dalam penelitian ini adalah kuantitatif asosiatif kausal. Data penelitian diolah dengan menggunakan Software SPSS 25 dengan Teknik analisis regresi linier berganda.Variabel bebas pada penelitian ini adalah Electronic Word Of Mouth (X1),Brand Awareness (X2). Variabel terikat pada penelitian ini adalah Minat Beli (Y). Hasil penelitian ini menunjukkan bahwa variabel Electronic Word Of Mouth secara parsial memberi pengaruh terhadap minat beli, pengaruh brand awareness (kesadaran merek) memberikan pengaruh positif terhadap minat beli, dan pengaruh electronic word of mouth dan kesadaran merek (brand awareness) berpengaruh secara simultan terhadap Minat Beli.
| Item Type: | Thesis (Strata 1) |
|---|---|
| Uncontrolled Keywords: | Electronic Word Of Mouth,Brand Awarness,Minat Beli |
| Subjects: | MANAJEMEN > Konflik Dan Manajemen Konflik |
| Divisions: | Fakultas Ekonomi dan Bisnis > S1 Manajemen |
| Depositing User: | siswa pkl 2 |
| Date Deposited: | 31 Aug 2024 02:30 |
| Last Modified: | 31 Aug 2024 02:30 |
| URI: | http://repository.teknokrat.ac.id/id/eprint/6207 |
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