PENGARUH BRAND IMAGE DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PENGGUNAAN JASA EKSPEDISI ANTERAJA DI KOTA PALEMBANG

AGUSTIN, ALIYAH and Yunita, Dessy (2024) PENGARUH BRAND IMAGE DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PENGGUNAAN JASA EKSPEDISI ANTERAJA DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

This research aims to determine the influence of brand image and electronic word of mouth on the usage decision of Anteraja courier services in Palembang. The sampling technique uses non-probability sampling. The sample studied in this research consisted of 100 respondents from Palembang who have used Anteraja courier services. This research employs a quantitative approach with primary data collection methods through questionnaires. The primary data were analyzed using SPSS Windows Version 26.0. The analysis results indicate that both brand image and electronic word of mouth variables have a significant influence, both partially and simultaneously, on the usage decision of Anteraja courier services in Palembang.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Brand Image, Electronic Word of Mouth, Keputusan Penggunaan
Subjects:	H Social Sciences > HB Economic Theory > HB131-147 Methodology
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Aliyah Agustin
Date Deposited:	10 Sep 2024 08:42
Last Modified:	10 Sep 2024 08:42
URI:	http://repository.unsri.ac.id/id/eprint/156999

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