Evan, Andriansyah (2022) SKRIPSI: Analisis Pengaruh Kualitas Produk, Harga, dan Electronic Word of Mouth terhadap Keputusan Pembelian Handphone Merek Samsung pada Pengguna Shopee di Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.
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Abstract
This study aims to determine the effect of product quality, price, and electronic word of mouth on purchasing decisions for Samsung brand mobile phones to Shopee users in Yogyakarta. The population of this study are Shopee users in Yogyakarta. Sampling was done by purposive sampling technique. This study uses primary data and secondary data. Primary data were obtained based on distributing questionnaires to 205 respondents through Google forms and secondary data obtained through books, journals, and sources from the internet related to the research. The data analysis technique used is multiple linear regression analysis. The results of this study indicate that product quality has a significant positive effect on purchasing decisions for Samsung brand mobile phones for Shopee users in Yogyakarta. Price does not have a significant effect on purchasing decisions for Samsung brand mobile phones for Shopee users in Yogyakarta. Electronic word of mouth has a significant positive effect on purchasing decisions for Samsung brand mobile phones for Shopee users in Yogyakarta. Adjusted R2 shows that 64.3% of purchasing decisions are influenced by product quality, price, and electronic word of mouth variables, while the remaining 35.7% of purchasing decisions are influenced by other variables not included in the study.
| Item Type: | Thesis (Masters) |
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| Uncontrolled Keywords: | Product Quality, Price, Electronic Word of Mouth and PurchasingDecisions. |
| Subjects: | H Social Sciences > HC1 Economic Theory H Social Sciences > HF Commerce |
| Divisions: | STIM YKPN Yogyakarta > Manajemen |
| Depositing User: | Subhan Harish Munawar |
| Date Deposited: | 05 Oct 2022 02:25 |
| Last Modified: | 05 Oct 2022 02:25 |
| URI: | http://repository.stimykpn.ac.id/id/eprint/313 |
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