PENGARUH PRODUCT QUALITY, BRAND AMBASSADOR, PRODUCT DESIGN, LIFESTYLE DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN FASHION PADA MARKETPLACE SHOPEE (Studi pada mahasiswa di Universitas Muhammadiyah Purwokerto)

AULIAFATMA, YOLANDA (2022) PENGARUH PRODUCT QUALITY, BRAND AMBASSADOR, PRODUCT DESIGN, LIFESTYLE DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN FASHION PADA MARKETPLACE SHOPEE (Studi pada mahasiswa di Universitas Muhammadiyah Purwokerto). Bachelor thesis, UNIVERSITAS MUHAMMADIYAH PURWOKERTO.

[img] Text
Yolanda Auliafatma Cover.pdf

Download (26MB)
[img] Text
Yolanda Auliafatma BAB 1.pdf

Download (885kB)
[img] Text
Yolanda Auliafatma BAB 2.pdf

Download (884kB)
[img] Text
Yolanda Auliafatma BAB 3.pdf
Restricted to Repository staff only

Download (1MB)
[img] Text
Yolanda Auliafatma BAB 4.pdf
Restricted to Repository staff only

Download (1MB)
[img] Text
Yolanda Auliafatma BAB 5.pdf
Restricted to Repository staff only

Download (779kB)
[img] Text
Yolanda Auliafatma Daftar Pustaka.pdf

Download (931kB)
[img] Text
Yolanda Auliafatma Lampiran.pdf
Restricted to Repository staff only

Download (2MB)

Abstract

The study aims to analyze the influence of Product Quality, Brand Ambassador, Product Design, Lifestyle and Electronic Word Of Mouth of fashion Purchasing Decisions. Sampling using purposive sampling, samples obtained based on criteria as many as 120 respondents using data analysis techniques namely instrument tests, descriptive statistics, classical assumption tests, multiple linear regression, determination tests and hypothesis tests. The results showed that Product Quality, Brand Ambassador, Product Design, Lifestyle and Electronic Word Of Mouth simultaneously influence purchasing decisions. Product Quality has no effect on purchasing decisions, Brand Ambassadors have a positive effect on purchasing decisions, Product Design has no effect on purchasing decisions, Lifestyle has no effect on purchasing decisions, Electronic Word Of Mouth has a positive effect on purchasing decisions.

Item Type: Thesis (Bachelor)
Uncontrolled Keywords: The study aims to analyze the influence of Product Quality, Brand Ambassador, Product Design, Lifestyle and Electronic Word Of Mouth of fashion Purchasing Decisions. Sampling using purposive sampling, samples obtained based on criteria as many as 120 respondents using data analysis techniques namely instrument tests, descriptive statistics, classical assumption tests, multiple linear regression, determination tests and hypothesis tests. The results showed that Product Quality, Brand Ambassador, Product Design, Lifestyle and Electronic Word Of Mouth simultaneously influence purchasing decisions. Product Quality has no effect on purchasing decisions, Brand Ambassadors have a positive effect on purchasing decisions, Product Design has no effect on purchasing decisions, Lifestyle has no effect on purchasing decisions, Electronic Word Of Mouth has a positive effect on purchasing decisions.
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen S1
Depositing User: Indra Himawan
Date Deposited: 09 Aug 2022 04:10
Last Modified: 09 Aug 2022 04:10
URI: https://repository.ump.ac.id:80/id/eprint/13446

Actions (login required)

View Item View Item