PENGARUH PROMOSI MEDIA SOSIAL, ELECTRONIC WORD OF MOUTH (E-WOM) DAN BRAND IMAGE TERHADAP MINAT BELI PRODUK ERIGO APPAREL

Pambudi, Buya (2022) PENGARUH PROMOSI MEDIA SOSIAL, ELECTRONIC WORD OF MOUTH (E-WOM) DAN BRAND IMAGE TERHADAP MINAT BELI PRODUK ERIGO APPAREL. Skripsi (S1) thesis, Universitas Muhammadiyah Ponorogo.

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Abstract

ABSTRAK “Tujuan dari penelitian ini adalah untuk mengetahui pengaruh Promosi Media Sosial, Electronic Word Of Mouth (E-Wom) dan Brand Image Terhadap Minat Beli Produk Erigo Apparel. Jenis penelitian yang digunakan dalam penelitian ini adalah jenis penelitian kuantitatif dengan metode pengumpulan data yang digunakan adalah penelitian lapangan yaitu, observasi/pengamatan dan kuesioner. Dalam penelitian ini adalah Konsumen yang membeli Produk Erigo Apparel sebanyak 75 orang konsumen. Teknik pengumpulan data dengan menyebarkan kuesioner kepada 75 responden. Metode analisis data dengan menggunakan regresi linier berganda, koefisien determinasi, uji t dan uji F. Hasil dari penelitian ini menunjukan bahwa Promosi Media Sosial, Electronic Word Of Mouth (E-Wom) dan Brand Image berpengaruh signifikan terhadap Terhadap Minat Beli Produk Erigo Apparel. “The purpose of this study was to determine the effect of Social Media Promotion, Electronic Word Of Mouth (E-Wom) and Brand Image on Interest in Buying Erigo Apparel Products. The type of research used in this research is quantitative research with data collection methods used are field research, namely observation/observations and questionnaires. In this study, 75 consumers bought Erigo Apparel products. Data collection techniques by distributing questionnaires to 75 respondents. The data analysis method uses multiple linear regression, coefficient of determination, t test and F test. The results of this study indicate that Social Media Promotion, Electronic Word Of Mouth (E-Wom) and Brand Image have a significant effect on Buying Interest in Erigo Apparel Products.”

Item Type:	Thesis (Skripsi (S1))
Uncontrolled Keywords:	Promosi Media Sosial, Electronic Word Of Mouth (E-Wom), Brand Image, Minat Beli
Subjects:	H Social Sciences > HF Commerce
Divisions:	Faculty of Economic
Depositing User:	fe . userfe
Date Deposited:	04 Mar 2022 04:11
Last Modified:	04 Mar 2022 04:11
URI:	http://eprints.umpo.ac.id/id/eprint/8689

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