Ramadhan, Rayhan (2025) Pengaruh Social Media Marketing, Electronic Word of Mouth, dan Product Quality terhadap Purchase Decision Pada Sepeda Motor Bekas di Showroom SAS Motor Surabaya. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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PENGARUH SOCIAL MEDIA MARKETING, ELECTRONIC WORD OF MOUTH, DAN PRODUCT QUALITY TERHADAP PURCHASE DECISION PADA SEPEDA MOTOR BEKAS DI SHOWROOM SAS MOTOR SURABAYA.pdf Restricted to Repository staff only Download (2MB) | Request a copy |
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Abstract
Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh Social Media Marketing, Electronic Word of Mouth,dan Product Quality terhadap Purchase decision pada sepeda motor bekas di Showroom SAS Motor Surabaya. Penelitian ini dilakukan pada konsumen yang sudah melakukan pembelian di Showroom SAS Motor Surabaya. Penelitian ini menggunakan metode kuantitatif. Populasi yang digunakan dalam penelitian ini adalah konsumen Showroom SAS Motor Surabaya dengan ukuran sampel 100 responden, menggunakan teknik purposive sampling. Variabel yang dipelajari adalah Social Media Marketing, Electronic Word Of Mouth sebagai variabel independen, dan Purchase decision sebagai variabel dependen. Hasil penelitian menunjukkan bahwa (1) Social Media Marketing tidak berpengaruh positif dan signifikan pada Purchase Decision, (2) Electronic Word Of Mouth berpengaruh positif dan signifikan terhadap Purchase Decision, (3) Product Quality berpengaruh positif dan signifikan pada Purchase Decision, dan (4) Social Media Marketing, Electronic Word Of Mouth, dan Product Quality secara simultan berpengaruh positif dan signifikan terhadap Purchase Decision. Kata Kunci: Social Media Marketing, Electronic Word of Mouth, Product Quality, Purchase Decision
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | Kata Kunci: Social Media Marketing, Electronic Word of Mouth, Product Quality, Purchase Decision |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen |
| Depositing User: | 1212200255 Rayhan Ramadhan |
| Date Deposited: | 30 Jun 2026 07:51 |
| Last Modified: | 30 Jun 2026 07:51 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/44727 |
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