KEPUTUSAN PEMBELIAN SEBAGAI VARIABEL INTERVENING: EWOM DAN BRAND IMAGE TERHADAP KEPUASAN KONSUMEN IPHONE

Tika Puja, Kurnia and Jennifer Farihatul, Bait and Mega Barokatul, Fajri KEPUTUSAN PEMBELIAN SEBAGAI VARIABEL INTERVENING: EWOM DAN BRAND IMAGE TERHADAP KEPUASAN KONSUMEN IPHONE. Keputusan Pembelian sebagai Variabel Intervening: EWOM dan Brand Image terhadap Kepuasan Konsumen iPhone. (Submitted)

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Abstraksi

This study aims to determine and analyze EWOM, brand image and purchasing decisions on consumer satisfaction. This study used a quantitative method by taking the case of Lamongan Muhammadiyah University students. The sample in this study used a non-probability sampling technique with a purposive sampling method so that 204 respondents were used as the sample for this study. The data used in this study are primary data and secondary data, the analytical method used is path analysis and multiple linear regression analysis with the help of SPSS 22 software. The results of this study EWOM has a negative influence on consumer satisfaction. Brand image has a positive influence on consumer satisfaction. Purchase decisions have a negative effect on consumer satisfaction. EWOM has a positive effect on purchasing decisions. Brand image has a positive effect on purchasing decisions. Purchase decisions are unable to mediate EWOM on consumer satisfaction. Purchase decisions cannot mediate brand image on consumer satisfaction. Keywords: EWOM, Brand Image, Purchase Decision, Consumer Satisfaction

Item Type: Article
Subjects: Fakultas Ekonomi dan Bisnis
Universitas Muhammadiyah Lamongan > Fakultas Ekonomi dan Bisnis
Fakultas Ekonomi dan Bisnis > S1 Manajemen
Universitas Muhammadiyah Lamongan > Fakultas Ekonomi dan Bisnis > S1 Manajemen
Divisions: Universitas Muhammadiyah Lamongan > Fakultas Ekonomi dan Bisnis > S1 Manajemen
Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User: Mahasiswa s1 Manajemen
Date Deposited: 22 Sep 2023 07:37
Last Modified: 22 Sep 2023 07:37
URI: http://repository.umla.ac.id/id/eprint/3410

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