Pengaruh Kesadaran Harga, Citra Merek, E-Wom, Niat Beli Terhadap Keputusan Pembelian Honda Brio Di Surabaya
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Institusion

Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya

Author

Agitama, Dhany Putra

Subject

658.8 - MANAGEMENT OF MARKETING 

Datestamp

2023-06-23 08:27:19 

Abstract :
The purpose of this study was to analyze the effect of Price Awareness, Brand Image, eWOM, Purchase Intention on Purchase Decisions for Honda Brio in Surabaya. The sample in this study were Honda Brio users in Surabaya as many as 109 respondents with a sampling technique using non-probability sampling techniques. The data collection method in this study was carried out by distributing online questionnaires via google form. The data analysis technique in this study used WarpPLS Version 6.0. The results of the analysis in this study found that Price Awareness had a significant positive effect on Purchase Decisions, and also Brand Image had a significant positive effect on Purchase Decisions, it was also found that eWOM had a significant positive effect on Purchase Decisions, and Purchase Intentions had a significant positive effect on Purchase Decisions. 

File :
ARTIKEL ILMIAH.pdf
COVER.pdf
BAB I.pdf
BAB II.pdf
BAB III.pdf
BAB IV.pdf
BAB V.pdf
LAMPIRAN.pdf