Selviena, Shelly (2026) Pengaruh Electronic Word Of Mouth (E WOM) dan Brand Image Terhadap Keputusan Pembelian Daviena Skincare. Undergraduate thesis, Unika Musi Charitas.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh Electronic word of mouth (E
wom) dan Brand image terhadap Keputusan pembelian Daviena skincare. Data
yang digunakan Adalah data Primer. Populasi dalam penelitian ini adalah konsumen
dari produk Daviena skincare. Teknik pengambilan sampel yang digunakan Adalah
metode purposive sampling dan diperoleh 107 sample. Pengujian hipotesis
dilakukan dengan analisis regresi linear berganda. Hasil penelitian ini menunjukkan
bahwa Electronic word of mouth (E-wom) dan Brand Image berpengaruh positif
dan signifikan terhadap Keputusan pembelian Daviena skincare
Kata kunci: Electronic word of mouth(E-WOM), Brand Image, Keputusan
Pembelian
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Electronic Word Of Mouth (E-WOM), Brand Image, Purchase Decision |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce |
| Divisions: | Theses - S1 > Management Study Program |
| Depositing User: | Users 3918 not found. |
| Date Deposited: | 24 Jul 2026 04:49 |
| Last Modified: | 24 Jul 2026 04:49 |
| URI: | https://eprints.ukmc.ac.id/id/eprint/15935 |
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