PENGARUH ELECTRONIC WORD OF MOUTH (e-WOM) DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN MELALUI BRAND IMAGE PADA PENGGUNA APLIKASI LAYANAN VIDEO STREAMING iQIYI (Studi Kasus Generasi Z di Madiun)

Anugerah, Wanda Dwi (2026) PENGARUH ELECTRONIC WORD OF MOUTH (e-WOM) DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN MELALUI BRAND IMAGE PADA PENGGUNA APLIKASI LAYANAN VIDEO STREAMING iQIYI (Studi Kasus Generasi Z di Madiun). S1 thesis, Universitas PGRI Madiun.

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Abstract

This study aims to analyze the effect of e-WOM and price on purchase decisions for the iQIYI application, both directly and through brand image, among Generation Z in Madiun. The study employs a quantitative associative approach with purposive sampling on 170 respondents, using an online questionnaire, and is analyzed using PLS-SEM with SmartPLS 4.0. The results show that e-WOM and price have a significant effect on purchase decisions, and price has a significant effect on brand image. However, brand image has no effect on purchase decisions, e-WOM has no effect on brand image, and brand image does not mediate the effect of either e-WOM or price. Generation Z decides to subscribe based on reviews and price, without going through brand image formation. The findings are expected to serve as input for iQIYI's management in formulating a more effective digital marketing strategy.

Item Type: Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci: Electronic Word of Mouth; Price; Brand Image; Purchase Decision; Generation Z
Subjects: G Geography. Anthropology. Recreation > G Geography (General)
A Social Sciences > H Social Sciences (General)
A Social Sciences > HF Commerce
T Technology > T Technology (General)
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: ANUGERAH DWI WANDA
Date Deposited: 19 Oct 2026 04:09
Last Modified: 19 Oct 2026 04:09
URI: http://eprint.unipma.ac.id/id/eprint/10311

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