SETYAWAN, DELLA AYU FEBRIANA PUTRI (2026) PENGARUH DIGITAL MARKETING, BRAND IMAGE, E-WOM, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus pada UMKM Tahu Bakso Onichan di Kota Madiun). S1 thesis, Universitas PGRI Madiun.
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Abstract
Della Ayu Febriana Putri Setyawan. 2026. The Influence of Digital Marketing, Brand Image, Electronic Word of Mouth (E-WOM), and Product Quality on Purchase Decisions (A Case Study of Tahu Bakso Onichan MSME in Madiun City). Management Study Program, Faculty of Economics and Business, Universitas PGRI Madiun. Advisor (I): Dr. Diyah Santi Hariyani, S.E., M.Si. Advisor (II): Hendra Setiawan, S.E., M.M. This study aims to analyze the influence of digital marketing, brand image, Electronic Word of Mouth (E-WOM), and product quality on purchase decisions among consumers of Tahu Bakso Onichan MSME in Madiun City. This research employed a quantitative approach using a purposive sampling technique involving 223 respondents. Data were collected through questionnaires and analyzed using instrument tests, classical assumption tests, multiple linear regression analysis, t-test, F-test, and the coefficient of determination (R²). The results indicate that digital marketing, brand image, Electronic Word of Mouth (E-WOM), and product quality each have a positive and significant effect on purchase decisions. Simultaneously, these four variables also have a positive and significant effect on purchase decisions, with an F-value of 44.147 and a significance level of 0.000. The Adjusted R Square value of 0.437 indicates that 43.7% of the variation in purchase decisions can be explained by digital marketing, brand image, Electronic Word of Mouth (E-WOM), and product quality, while the remaining 56.3% is influenced by other factors outside the scope of this study. Keywords : Digital Marketing, Brand Image, Electronic Word of Mouth (E-WOM), Product Quality, Purchase Decision.
| Item Type: | Thesis/Skripsi/Tugas Akhir (S1) |
|---|---|
| Kata Kunci: | Kata Kunci : Digital Marketing; Brand Image; Electronic Word of Mouth (E-WOM); Kualitas Produk; Keputusan Pembelian. Keywords : Digital Marketing; Brand Image; Electronic Word of Mouth (E-WOM); Product Quality; Purchase Decision. |
| Subjects: | A Social Sciences > HB Economic Theory A Social Sciences > HC Economic History and Conditions A Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | FEBRIANA AYU DELLA |
| Date Deposited: | 22 Oct 2026 03:37 |
| Last Modified: | 22 Oct 2026 03:37 |
| URI: | http://eprint.unipma.ac.id/id/eprint/10487 |
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