Kurnia, Muhammad Raihan (2021) Pengaruh Brand Ambassador dan Electronic Word of Mouth Terhadap Keputusan Pembelian Nature Republic (Studi Kasus Mahasiswa Program Studi Manajemen Universitas Buana Perjuangan Karawang Angkatan 2017-2020). Diploma thesis, UBP Karawang.
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Abstract
Penelitian ini bertujuan untuk menguji pengaruh brand ambassador dan electronic word of mouth terhadap keputusan pembelian nature republic pada mahasiswa Manajemen Universitas Buana Perjuangan Karawang baik secara parsial maupun simultan. Penelitian dilakukan dengan menggunakan metode deskriptif dan verifikatif dengan jumlah sampel sebanyak 109 responden dengan menggunakan Teknik probability sampling. Teknik analisis adalah analisis regresi linear berganda, uji asumsi klasik, uji hipotesis, dan koefisien determinasi dengan pengolahan data menggunakan program SPSS V.26. Hasil penelitian ini menunjukkan bahwa brand ambassador berpengaruh positif dan signifikan terhadap keputusan pembelian, dan variabel electronic word of mouth berpengaruh positif dan signifikan terhadap keputusan pembelian. Berdasarkan hasil uji hipotesis simultan menunjukkan bahwa brand ambassador dan electronic word of mouth secara bersama sama atau simultan berpengaruh signifikan terhadap keputusan pembelian.. Kata kunci: Brand Ambassador, Electronic Word Of Mouth, Keputusan Pembelian\
Item Type: | Thesis (Diploma) |
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Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory |
Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
Depositing User: | Repository UBP Karawang |
Date Deposited: | 03 Jan 2025 08:57 |
Last Modified: | 03 Jan 2025 08:57 |
URI: | http://repository.ubpkarawang.ac.id/id/eprint/1686 |