PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK MAKE OVER PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA

SIMATUPANG, AMANDA MIRANDA SORTAULI and Maulana, Ahmad (2025) PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK MAKE OVER PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA. Undergraduate thesis, Sriwijaya University.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Electronic Word of Mouth (E-WOM) dan Kualitas Produk terhadap Keputusan Pembelian Produk Kosmetik Make Over pada Mahasiswa Fakultas Ekonomi Universitas Sriwijaya. Metode penelitian yang digunakan adalah metode kuantitatif. Data yang digunakan dalam penelitian ini adalah data primer dan data sekunder. Teknik pengambilan sampel yang digunakan adalah teknik probability sampling dengan metode multistage random sampling dengan jumlah sampel sebanyak 100 responden. Teknik analisis yang digunakan adalah teknik analisis linier berganda dengan menggunakan SPSS Statistic 27 for windows. Hasil uji t dan uji F pada penelitian ini menunjukkan bahwa variabel electronic word of mouth (e-wom) dan kualitas produk memiliki pengaruh yang signifikan baik secara parsial maupun simultan terhadap keputusan pembelian produk kosmetik Make Over pada mahasiswa Fakultas Ekonomi Universitas Sriwijaya.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Electronic Word of Mouth, Kualitas Produk, Keputusan Pembelian
Subjects: H Social Sciences > HF Commerce > HF5001-6182 Business
H Social Sciences > HF Commerce > HF5429.7-5430.6 Shopping centers. Shopping malls
Divisions: 01-Faculty of Economics > 61201-Management (S1)
Depositing User: Simatupang Amanda Sortauli
Date Deposited: 03 Jul 2025 06:09
Last Modified: 03 Jul 2025 06:09
URI: http://repository.unsri.ac.id/id/eprint/176597

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