Pengaruh Electronic Word of Mouth dan Brand Image terhadap Niat Beli Produk Smartphone Android ( Studi pada Masyarakat di Kecamatan Kabanjahe)
DOI:
https://doi.org/10.30651/jms.v9i4.23616Abstract
Tujuan penelitian ini adalah untuk mengetahui dan menganalisis pengaruh electronic word of mouth dan Brand image terhahadap niat beli produk Smartphone Android (Studi Kasus pada masyarakat Kecamatan Kaban Jahe). Metode penelitian yang dilakukan adalah penelitian eksploratif, dimana variabel diukur dengan skala likert. Metode pengumpulan data dilakukan dengan wawancara (interview), dengan daftar pertanyaan (questionnaire) dan studi dokumentasi. Populasi dalam penelitian ini adalah seluruh konsumen Smartphone Android masyarakat Kecamatan Kaban Jahe.. yang berjumlah 46 orang. Penarikan sampel dengan metode sampling jenuh atau lebih dikenal dengan istilah sensus. Dalam penelitian ini jumlah populasi relatif kecil yaitu sebanyak 46 orang. Pengolahan data menggunakan perangkat lunak SPSS versi 23, dengan analisis deskriptif dan pengujian hipotesis analisis regresi berganda. Hasil penelitian menunjukkan bahwa: (1) secara parsial variabel electronic word of mouth mempengaruhi niat beli produk Smartphone Android (Studi Kasus pada masyarakat Kecamatan Kaban Jahe); (2) secara parsial variabel Brand image mempengaruhi niat beli produk Smartphone Android (Studi Kasus pada masyarakat Kecamatan Kaban Jahe); (3) secara simultan terdapat pengaruh yang positif dan signifikan antara variabel electronic word of mouth dan Brand image terhadap niat beli produk Smartphone Android (Studi Kasus pada masyarakat Kecamatan Kaban Jahe).
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