Pengaruh Brand Image Dan Electronic Word Of Mouth Terhadap Keputusan Pembelian Produk Scarlett Di Marketplace Shopee (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Islam Riau)

Mutia, Mutia (2022) Pengaruh Brand Image Dan Electronic Word Of Mouth Terhadap Keputusan Pembelian Produk Scarlett Di Marketplace Shopee (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Islam Riau). Other thesis, Universitas Islam Riau.

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Abstract

This study aims to determine the effect of brand image and electronic word of mouth on purchasing decisions for Scarlett products in the Shopee Marketplace. The sample used in this study were students of the Faculty of Economics and Business, Islamic University of Riau, who used Scarlett products and bought Scarlett products on the Shopee Marketplace. The sampling technique used was purposive sampling. Data were collected using a questionnaire with a sample of 100 respondents. The method for data processing uses data collection scale techniques, Multiple Linear Regression Analysis, partial T test, and simultaneous F test, Correlation Coefficient Test (R), Determination Coefficient Test (R2). From the results of the tests that have been carried out, it can be concluded that Brand Image has a significant effect on Purchase Decisions, Electronic Word Of Mouth has a significant effect on Purchase Decisions, and Brand Image and Electronic Word Of Mouth have a significant effect on Purchase Decisions.

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