Pengaruh Live Streaming, Citra Merek dan Electronic Word Of Mouth (E-WOM) Terhadap Keputusan Pembelian Produk Alas Kaki di Surabaya. (The Influence of Live Streaming, Brand Image, and Electronic Word Of Mouth (E-WOM) on Footwear Product Purchase Decisions in Surabaya).

Nurlita, Vira (2024) Pengaruh Live Streaming, Citra Merek dan Electronic Word Of Mouth (E-WOM) Terhadap Keputusan Pembelian Produk Alas Kaki di Surabaya. (The Influence of Live Streaming, Brand Image, and Electronic Word Of Mouth (E-WOM) on Footwear Product Purchase Decisions in Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Di era globalisasi, berbagai budaya di seluruh dunia telah mengembangkan jenis-jenis alas kaki yang unik sesuai dengan kebutuhan mereka. Misalnya, suku-suku di daerah tropis mungkin lebih condong menggunakan alas kaki terbuka atau sandal yang terbuat dari bahan-bahan ringan dan breathable, sementara suku-suku di daerah dingin mungkin mengembangkan sepatu yang lebih tebal dan tahan air. Selain aspek mode dan protektifnya, alas kaki juga menjadi ekspresi, budaya, status, dan gaya pribadi. Kesadaran akan mode dan tren fashion telah meningkat di kalangan konsumen Indonesia. Ini mendorong mereka untuk membeli lebih banyak alas kaki untuk memenuhi kebutuhan mode mereka. Inovasi dalam desain dan teknologi alas kaki, seperti alas kaki yang lebih nyaman, ringan, dan tahan lama mungkin juga mendorong konsumen untuk membeli lebih banyak alas kaki.Penelitian ini bertujuan untuk meneliti Pengaruh Live Streaming, Citra Merek dan Electronic Word Of Mouth (E-WOM) Terhadap Keputusan Pembelian Produk Alas Kaki di Surabaya. Jumlah sampel yang ditetapkan adalah 100 orang dengan metode Purposive Sampling. Dalam pengumpulan data menggunakan bantuan kuesioner dengan pengukuran skala likert. Metode analisis data yang digunakan adalah analisis regresi linier berganda dengan program SPSS 27.Hasil pengujian hipotesis menunjukkan hasil bahwa variabel Live Streaming secara parsial berpengaruh terhadap variabel Keputusan Pembelian. Variabel Citra Merek secara parsial berpengaruh terhadap variabel Keputusan Pembelian. Variabel Electronic Word Of Mouth (E-WOM) secara parsial berpengaruh terhadap variabel Keputusan Pembelian. Variabel Live Streaming, Citra Merek dan Electronic Word Of Mouth (E-WOM) berpengaruh secara simultan terhadap variabel Keputusan Pembelian. Kata Kunci: Live Streaming, Citra Merek dan Electronic Word Of Mouth (E-WOM).

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