Prayitna, Premadaffa Hadi (2026) PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM), BRAND IMAGE, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK KAHF DI KOTA MADIUN. S1 thesis, Universitas PGRI Madiun.
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Abstract
Premadaffa Hadi Prayitna, 2026. The Influence of Electronic Word of Mouth (e-WOM), Brand Image, Price, and Product Quality on Purchasing Decisions for Kahf Products in Madiun City. Undergraduate Thesis. Management Study Program, Faculty of Economics and Business, Universitas PGRI Madiun. Advisor (I) Dr. Rizal Ula Ananta Fauzi, S.E., M.M.. Advisor (II) Dr. Heny Sidanti, S.E., M.M. This study aims to analyze the influence of Electronic Word of Mouth (e-WOM), Brand Image, Price, and Product Quality on purchasing decisions for Kahf products in Madiun City. The study employs a quantitative approach using a survey method. The sample consists of 384 respondents selected through purposive sampling. Data were collected via questionnaires and analyzed using the Structural Equation Modeling-Partial Least Square (SEM-PLS) method with SmartPLS 4.0.9.5 software. The results indicate that Electronic Word of Mouth (e-WOM), Brand Image, Price, and Product Quality have a positive and significant influence on purchasing decisions for Kahf products in Madiun City. The R-Square value of 0.775 demonstrates that these four variables explain 77.5% of the variance in purchasing decisions, while the remaining 22.5% is influenced by factors outside the scope of this study. These findings suggest that enhancing e-WOM and brand image, along with offering appropriate pricing and high product quality, can increase consumer purchasing decisions regarding Kahf products. Keywords: Electronic Word of Mouth (e-WOM), Brand Image, Price, Product Quality, Purchasing Decision.
| Item Type: | Thesis/Skripsi/Tugas Akhir (S1) |
|---|---|
| Kata Kunci: | Kata Kunci: Electronic Word of Mouth (e-WOM), Brand Image, Harga, Kualitas Produk, Keputusan Pembelian. Keywords: Electronic Word of Mouth (e-WOM), Brand Image, Price, Product Quality, Purchasing 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: | PRAYITNA HADI PREMADAFFA |
| Date Deposited: | 26 Oct 2026 07:09 |
| Last Modified: | 26 Oct 2026 07:09 |
| URI: | http://eprint.unipma.ac.id/id/eprint/10657 |
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