PENGARUH INOVASI, POSITIONING PRODUK, DAN ELECTRONIC WORD OF MOUTH TEHADAP MINAT BELI SEPEDA LISTRIK (STUDI KASUS KONSUMEN SEPEDA LISTRIK DI MAGETAN)

Firdaos, Shofwan (2025) PENGARUH INOVASI, POSITIONING PRODUK, DAN ELECTRONIC WORD OF MOUTH TEHADAP MINAT BELI SEPEDA LISTRIK (STUDI KASUS KONSUMEN SEPEDA LISTRIK DI MAGETAN). S1 thesis, Univesitas PGRI Madiun.

	Text Halaman Depan.pdf Download (1MB)
	Text Abstrak.pdf Download (626kB)
	Text BAB I.pdf Download (937kB)
	Text BAB II.pdf Download (536kB)
	Text BAB III.pdf Restricted to Repository staff only Download (633kB)
	Text BAB IV.pdf Restricted to Repository staff only Download (673kB)
	Text BAB V.pdf Download (332kB)
	Text Daftar Pustaka.pdf Download (338kB)
	Text Lampiran.pdf Restricted to Repository staff only Download (1MB)

Abstract

Shofwan Firdaos. 2024. The Influence of Innovation, Product Positioning, and Electronic Word of Mouth on Purchase Intention for Electric Bicycles (A Case Study of Electric Bicycle Consumers in Magetan). Thesis. Management Study Program, Faculty of Economics and Business, PGRI Madiun. Supervisor (I): Dr. Liliek Nur Sulistiyowati, S.E., M.M. Supervisor (II): Dian Citaningtyas Ari Kadi, S.E., M.M. This study aims to analyze the influence of innovation, product positioning, and electronic word of mouth (eWOM) on the purchase intention for electric bicycles in Magetan Regency. The research employs a quantitative approach using a survey method involving 384 respondents. Data were collected through an online questionnaire and analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS). The results indicate that product positioning and eWOM have a significant effect on the purchase intention for electric bicycles, while innovation does not show a significant influence. Effective product positioning creates a strong perception in the minds of consumers, and eWOM, through reviews and online recommendations, enhances consumer trust in electric bicycles. Although product innovation does not directly affect purchase intention, this study highlights the importance of developing other marketing aspects to stimulate consumer interest. Keywords: Innovation, Product Positioning, Electronic Word of Mouth (eWOM), Purchase Intention, Electric Bicycles.

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	Innovation, Product Positioning, Electronic Word of Mouth (eWOM), Purchase Intention, Electric Bicycles.
Subjects:	A Social Sciences > HB Economic Theory A Social Sciences > HD Industries. Land use. Labor
Divisions:	Fakultas Ekonomi dan Bisnis
Depositing User:	SHOFWAN FIRDAOS SHOFWAN
Date Deposited:	23 Jun 2025 04:26
Last Modified:	23 Jun 2025 04:26
URI:	http://eprint.unipma.ac.id/id/eprint/3122

Actions (login required)

View Item