Diantara, Gede (2025) PENGARUH KUALITAS PRODUK, CITRA MEREK DAN E-WOM TERHADAP KEPUTUSAN PEMBELIAN LAPTOP ASUS DI RIMO TRADE CENTER DENPASAR. Undergraduate thesis, Universitas Pendidikan Ganesha.
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Abstract
Abstrak Riset ini memiliki tujuan untuk menguji dan mencari pemahaman bagaimana dampak yang diberikan kualitas produk, citra merek dan e-wom baik secara simultan dan parsial terhadap keputusan pembelian laptop asus. Rancangan yang digunakan dalam riset ini adalah penelitian kuantitatif kausal. Subjek penelitian adalah konsumen di Rimo Trade Center Denpasar dan objek penelitian yaitu kualitas produk, citra merek, e-wom dan keputusan pembelian. Jumlah sampel dalam riset ini terdiri dari 150 responden, dengan penentuan sampel menggunakan purposive sampling. Data penelitian dikumpulkan dengan kuesioner yang disebar secara langsung ke responden, kemudian dianalisis dengan analisis regresi linear berganda. Hasil penelitian menunjukkan bahwa (1) kualitas produk, citra merek dan e-wom berpengaruh signifikan terhadap keputusan pembelian, (2) kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian, (3) citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian, (4) e-wom berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci: citra merek, e-wom, keputusan pembelian, kualitas produk. Abstract This research aims to test and seek an understanding of how the impact of product quality, brand image and e-WOM both simultaneously and partially on the purchase decision of Asus laptops. The design used in this research is a causal quantitative research. The subjects of the study are consumers at Rimo Trade Center Denpasar and the object of the research is product quality, brand image, e-wom and purchase decisions. The number of samples in this research consisted of 150 respondents, with the determination of samples using purposive sampling. The research data was collected by questionnaire that was distributed directly to the respondents, then analyzed by multiple linear regression analysis. The results of the study show that (1) product quality, brand image and e-wom have a significant effect on purchase decisions, (2) product quality has a positive and significant effect on purchase decisions, (3) brand image has a positive and significant effect on purchase decisions, (4) e-wom has a positive and significant effect on purchase decisions. Keywords: brand image, e-wom, purchase decision, product quality.
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | citra merek, e-wom, keputusan pembelian, kualitas produk. |
| Subjects: | L Education > L Education (General) |
| Divisions: | Fakultas Ekonomi > Jurusan Manajemen > Program Studi Manajemen (S1) |
| Depositing User: | Gede Agus Diantara |
| Date Deposited: | 08 Jul 2025 10:28 |
| Last Modified: | 08 Jul 2025 10:28 |
| URI: | http://repo.undiksha.ac.id/id/eprint/25322 |
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